Hewlett Packard Co (US)

Hewlett Packard is one of the world's leading technology companies, the global #1 in both personal computers and printers, and one of the two leaders in IT services. HP reinvented itself in 2002 in a controversial merger with competitor Compaq. Although full integration of what were already two huge businesses seemed at first to have gone smoothly, Compaq lost leadership of the US PC market to Dell that same year, and the group continued to trail IBM in IT services. The enlarged business also remained over-dependent on its original printers business for profits, showing that it still had some way to go before it could call the merger a success. The board certainly thought so, and forced out high profile CEO Carly Fiorina, the architect of the merger, in early 2005. New CEO Mark Hurd has demonstrated a firm grasp on the business, and HP knocked Dell off its perch as the global #1 in PCs in 2007. Its purchase of EDS in 2008 narrows the gap with IBM in IT services. Advertising Age estimated global measured advertising expenditure of $624m in 2007, making HP the world's #56 advertiser. Click here to access the Adbrands profile (subscribers only); or subscribe to Adbrands.net here. Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

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Compaq	Snapfish
HP Services	Extreme Logic

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