PALO ALTO, CA: Computer giant Hewlett-Packard has shifted its high
fee global corporate PR account from long-time incumbent Porter Novelli
Convergence Group to Applied Communications.
According to HP corporate communications manager Emily Fox, a ’desire
for fresh insight’ was the driving force behind the agency change,
rather than dissatisfaction with PNCG.
’We have a new chief executive in Carly Fiorina and a new focus on
internet services and e-business,’ Fox said. Applied has never worked on
any HP business in the past.
While Fox would not disclose whether the PNCG team was invited to
repitch or name others involved, a source close to the company cited the
San Jose-based Hoffman Agency, which shares the HP E-Services account
with Cunningham Communications, as one of the firms in the mix.
Cunningham was reportedly not invited to pitch for this work.
’We will be supporting the ’Invent’ campaign and handling corporate
issues for Carly Fiorina’s office,’ said Applied’s chief executive, Alan
Applied’s gain is a major loss for PNCG, which has seen its relationship
with HP dwindle over the past year. Last autumn, the firm lost a chunk
of HP business when the Hoffman/Cunningham team was awarded the
But according to PNCG senior partner Steve Jursa, the corporate account
was just a small part of the agency’s total involvement with HP: ’We
continue to serve as the lead PR agency for HP’s consumer division,
working on a number of programmes on the commercial or enterprise side.’