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HP's other half signs image deals

HP's measurement organization--the part that's losing its name in the company's impending split--signs a consultancy and an ad agency.

Stephen Shankland Former Principal Writer
Stephen Shankland worked at CNET from 1998 to 2024 and wrote about processors, digital photography, AI, quantum computing, computer science, materials science, supercomputers, drones, browsers, 3D printing, USB, and new computing technology in general. He has a soft spot in his heart for standards groups and I/O interfaces. His first big scoop was about radioactive cat poop.
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  • Shankland covered the tech industry for more than 25 years and was a science writer for five years before that. He has deep expertise in microprocessors, digital photography, computer hardware and software, internet standards, web technology, and more.
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Stephen Shankland
Hewlett-Packard's measurement organization--the part of the company that's losing its name in HP's impending split--is gearing up for a new identity.

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."