PHD has retained HP’s global media account following a competitive review. The firm will still be in charge of global traditional media planning, buying, and strategy. HP will handle its own digital media buying and has a sizable in-house media team. In 2023, HP invested $194 million in media globally, with digital channels accounting for 69% of the expenditure. Following a three-month evaluation, PHD, an affiliate of Omnicom Media Group, was able to keep the contract. Participating media agencies and specialty stores were split between the holding companies.
PHD’s media responsibilities
It was awarded the entire global HP business in 2017 after the technology company transferred its digital media buying account from Essence. Since 2009, PHD has been in charge of HP’s traditional media buying. HP selected PHD because of its global reach, its capacity for strategy and planning, its emphasis on accountability and transparency, and its adaptable model and competence in collaborating with internal teams. HP has operations in over 170 nations. Antonio Lucio returned to HP in November as chief marketing officer, and he took on this role soon after.
PHD’s most recent victory with HP
After acquiring Grupo Bimbo, Uber, and McCain Foods in the previous year, PHD now has HP as its most recent victory. This puts it at the top of the Campaign’s most recent US Agency Rankings table. In September, Marks took over as CEO of PHD Worldwide, succeeding longstanding CEO Philippa Brown, moving up from the same position in EMEA.
Here’s what they said
As reported by Campaign US,
PHD’s Agency as a Platform model “delivers the talent, tools, and technology that will drive better outcomes for HP, while also enabling the flexibility to wrap around and support our in-house team,” according to Freddie Liversidge, global head of media at HP, in a statement shared with Campaign US.
This partnership combines the best aspects of the agency world with the closeness and transparency of an in-house team to advance the business goals of both the brand and the wider business.
Guy Marks, CEO, of PHD Worldwide, said in a statement provided to Campaign US,
Over the course of a relationship that began in 2009, HP and PHD have been partners in navigating disruption. Having concluded an extensive competitive review with the decision to continue that partnership, HP has given us the best possible vote of confidence as the preferred agency for their ongoing transformation. Our collaboration will continue to evolve, as we bring the connected intelligence of the global PHD network, supported by the scale and infrastructure of Omnicom Media Group, to augment HP’s in-house team, delivering future-ready marketing strategies that translate marketplace challenges into business growth.