The measurement organization has hired Landor Associates to help come up with a new brand identity and McCann-Erickson to help launch it, HP said today.
Later this year, a new brand name will be launched with a multimillion-dollar global advertising campaign in trade, local, and business publications, HP said.
Landor recently helped SGI change its name from Silicon Graphics to SGI to emphasize the fact that the computer manufacturer sells more than just graphics machines. McCann-Erickson has led advertising campaigns for clients such as Gilette, Casio, Nabisco and Mariott.
HP announced in March that it would split itself into two companies. The computing and imaging operations, which are responsible for most of HP's $39 billion in 1998 revenues, will retain the HP name, while the new measurement company will get a new name.
In the meantime, the measurement company is burdened with the same awkwardness that afflicts the artist formerly known as Prince. HP currently calls it "NewCo," short for "the new company," or "the businesses formerly known as HP's Measurement Organization."
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