Hewlett-Packard said Thursday that it will go with its own ad agencies, rather than those used by Compaq Computer, to handle marketing duties for the merged company. Goodby, Silverstein & Partners in San Francisco, which handled HP's brand advertising and proxy campaign ads, will serve as the lead agency responsible for worldwide brand advertising development. The Publicis Groupe Worldwide will handle product advertising while OptiMedia will handle media placement.
Foote, Cone & Belding Worldwide, which had been Compaq's lead ad firm, will transition its work to the new firms in early August, HP said. "Consolidating agency resources was an essential part of creating one brand and one voice for the company," HP's vice president of marketing communications, Gary Elliott, said in a statement.