HP hands global media account to new agency

Hewlett-Packard has appointed Publicis as its global media agency partner, bringing an end to a 17-year relationship with Omnicom Media Group, according to reports.

The appointment follows a closed agency review involving the two holding company networks, which concluded earlier this year. The account is estimated to be worth approximately US$250 million.

Publicis Media will oversee media responsibilities for the technology giant across global markets.

MARKETING-INTERACTIVE has reached out to Publicis Groupe for more information. 

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Omnicom's relationship with HP dates back to 2009, when PHD was first awarded the company's global traditional media business. The remit later expanded in 2017 to include global digital media duties.

PHD successfully defended the account in 2024, retaining responsibility for strategy, planning and media buying, while HP continued to manage much of its digital media activity in-house.

The development follows a series of major global account reviews across the advertising industry. Earlier in April this year, Microsoft shifted its global media account from Dentsu to Publicis, while IBM appointed Omnicom as its global media agency. IBM called a global media review in December last year, but the company’s broader agency reset is still in progress.

Heineken concluded its global marketing agency review in May, appointing a roster of creative, production and media partners as it looks to accelerate the next phase of growth for its global and power brands portfolio. The brewer reappointed dentsu as its global media agency and Publicis Groupe for global secondary production duties. Its global creative roster has been consolidated across three holding companies: Publicis Groupe, WPP and Stagwell.

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