Compaq Chooses Worldwide Advertising Agency; Company Also Selects Global Public Relations Agency
Company Press Release
Thursday April 27, 6:47 pm Eastern Time
SOURCE: Compaq Computer Corporation
Compaq Chooses Worldwide Advertising
Agency; Company Also Selects Global
Public Relations Agency
HOUSTON, April 27 /PRNewswire/ -- Compaq Computer Corporation (NYSE: CPQ - news) -- a top
global supplier of Internet infrastructure, access, services, and solutions -- today announced that Foote,
Cone & Belding Worldwide (FCB) is the company's new worldwide advertising agency. FCB was
selected following a thorough agency review which began earlier this year.
``While the agencies involved in the review all did an excellent job and are highly qualified, at the end of
the day there was one clear choice for Compaq -- Foote, Cone & Belding,'' said Gary Elliott, Vice
President of Integrated Marketing Communications. ``FCB has the strategic understanding, creative
firepower, and global breadth needed to develop advertising that will communicate the unique values and
offerings of the Compaq Brand and enable us to build lasting relationships with our customers.
``In recognition of the Internet's impact -- both on Compaq and its customers -- one of our top priorities
was to identify an agency that is itself at the edge of the Internet revolution,'' Elliott said. ``FCB has
demonstrated the ability to develop and manage brands across borders and channels, both traditional
and digital. Equally important, the team at FCB has proven throughout the review process that they
understand the IT category and Compaq's mission.''
``In some respects, the tremendous array of Internet technologies, solutions, and services that Compaq
delivers to customers is one of the best kept secrets in high technology -- but not for long,'' said
Brendan Ryan, Chief Executive Officer of FCB. ``We couldn't be more excited at the prospect of working
with Compaq to extend the company's powerful brand and connect with customers.''
Founded in 1873, FCB Worldwide is the world's third-oldest advertising agency. FCB Worldwide ranks
Number 1 in the United States and Number 5 in the world with a top ten ranking in many major
advertising markets including Argentina, Brazil, Canada, China/Hong Kong, Germany, Mexico, South
Korea, and Spain, in addition to the U.S. FCB Worldwide is owned by True North Communications
(NYSE: TNO - news).
Compaq Names New Public Relations Agency
In related news, Compaq announced that Hill & Knowlton is the company's global public relations
agency of record. ``We're excited by the opportunity to work with Compaq, both because it is so strong
a global brand and because Compaq is approaching its communications needs with a holistic,
worldwide approach. While many companies talk about integrated marketing Compaq understands it,''
said Howard Paster, Chairman and Chief Executive Officer of H&K.
``Compaq is taking creative and aggressive steps in its brand management and marketing
communications. Over the six months we've worked with Compaq,'' Paster said, ``we've found a
company on the leading edge of the Internet age with a product and solutions set unequaled in the
marketplace.''
Hill & Knowlton and its Blanc & Otus subsidiary, a well-respected technology specialist, will provide
Compaq with expertise in emerging technologies and a unique perspective on the industry's
convergence through its experience with enterprise, Internet, and telecommunications clients. The
Compaq account will be headquartered in H&K's Houston office.
Established in 1927, Hill and Knowlton, Inc. is a leading international public relations and public affairs
firm based in New York with 64 offices in 34 countries as well as an extensive associate network. The
agency is part of WPP Group, plc (Nasdaq: WPPGY - news), one of the world's largest
communications services groups. WPP Group provides services to local, multinational, and global
clients, including more than 300 companies on the Fortune Global 500.
About Compaq
Compaq Computer Corporation, a Fortune Global 100 company, is the largest supplier of computing
systems in the world. Compaq designs, develops, manufactures, and markets hardware, software,
solutions, and services, including industry-leading enterprise computing solutions, fault-tolerant
business-critical solutions, and communications products, commercial desktop and portable products,
and consumer PCs.
Compaq products and services are sold in more than 200 countries directly to businesses, through a
network of authorized Compaq marketing partners, and directly to businesses and consumers through
Compaq's e-commerce Web site at compaq.com. Compaq markets its products and
services primarily to customers from the business, home, government, and education sectors.
Customer support and information about Compaq and its products and services are available at
compaq.com.
Compaq is Registered with the U.S. Patent and Trademark Office. Product names mentioned herein
may be trademarks and/or registered trademarks of their respective companies. This release contains
forward-looking statements based on current expectations that involve a number of risks and
uncertainties. The potential risks and uncertainties that could cause actual results to differ materially
include implementation of new distribution systems; changes in product mix; unanticipated component
shortages; increased competitive factors and pricing pressures; market responses to pricing actions
and promotional programs; inventory risks due to shifts in market demand; volatility of certain equity
investments; and instability in developing countries that may affect operations. Further information on
the factors that could affect Compaq's financial results is included in the company's Securities and
Exchange Commission (SEC) filings, including the latest annual report on Form 10-K and the latest
quarterly report on Form 10-Q.
SOURCE: Compaq Computer Corporation
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