HP's corporate AR had previously worked with a number of agencies, but it sought to consolidate the work with one firm in order to reduce cost and improve efficiency, Evan Quinn, director of corporate AR at HP, wrote in an e-mail to PRWeek. This is Burson's first AR work for HP.
Work on the account began this month and will span fiscal year 2009, ending October 31 of next year. Burson will provide strategic support and execution for HP's AR effort. Measurement will also be an important part of the work.
“We spent quite a bit last year and didn't get what we were looking for,” said Quinn. “What we're trying to do is shift the focus from measuring analyst relations to understanding what analysts think [of HP].”
The competitive search lasted four weeks and began with a pool of eight firms. HP would not name the other firms that pitched or the dollar value of the account.
Burson is also the AOR for one of HP's business groups.