NEW YORK: Former Hewlett-Packard (HP) CMO Michael Mendenhall has joined Lipman, a lifestyle and fashion advertising agency, as president and COO.
Mendenhall confirmed his new role and explained that the agency is looking at a more integrated model, including a greater investment in social media.
"I believe it's important to have an integrated model under one P&L. Therefore, you have complete cooperation within the different functions at an agency," he said. "[Digital] was a big part of what I did at HP and when you look at the migration of marketing spend dollars into the digital environment, and the importance of a digital ecosystem, you'll see us focus heavily on that."
According to a release that Lipman issued after the publication of this story, bringing on Mendenhall is part of a plan to revamp the agency. David Lipman, the son of agency founder Bob Lipman, becomes chairman and chief creative officer. Andrew Spellman, Fireman Capital co-founder and former VP at Goldman Sachs, joins the trio as CEO.
Mendenhall later confirmed that the agency is looking to go beyond fashion and lifestyle and bring on clients across verticals such as consumer technology and financial services.
"We're looking to expand," he said.
In early January, PRWeek confirmed that Mendenhall departed HP, following the resignation of former CEO Mark Hurd surrounding high-profile allegations of sexual harassment.
New CEO Leo Apotheker appointed Bill Wohl, a former colleague and VP of PR from SAP, to be HP's CCO reporting directly to him.
Mendenhall was named HP's CMO in October 2007. Prior to joining HP, he served as EVP of global marketing at The Walt Disney Company.
This past August, David Shane, VP of global corporate communications at HP, left the company. At that time, the external communications team began reporting to Mendenhall. This February, PRWeek reported that Connie Guglielmo resigned from her VP of corporate communications post at HP.