HP has confirmed it has consolidated its estimated $600m global ad spend with Omnicom’s PHD, which already handles the brand’s traditional media account, ending a relationship with WPP’s Essence.
In 2016, the company spent about 65% or $380m of its budget on digital, with a total worldwide ad spend of $586m reported. In 2015, HP spent around $95m on measured media in the US, according to Kantar Media.
“HP is continuing its marketing reinvention by consolidating its media and search spend with Omnicom’s PHD,” read an HP statement. “This change helps to create competitive advantage in the way we develop creative work while leveraging data and insights to improve marketing effectiveness.
“It also helps us to improve our cost structure so that we are able to continue to invest in marketing innovation.”
No formal review was conducted before shifting the digital business to PHD, which has handled HP’s global traditional media planning and buying since 2009, when it was won from Publicis Groupe’s ZenithOptimedia.
Last week, Huawei hired PHD to handle China media strategy and buying.
PHD also won Volkswagen Group’s global account in mid-2016, as well as Carnival Corp, Old Navy’s digital work, Delta Airlines’ US business and MailChimp, winning more than $1bn in new business.
Watch HP Inc global chief marketing and communications officer Antonio Lucio talk at Festival of Media Global 2017 in Rome – click here for more information.
