Hewlett Packard – How communications helped make HP personal again

In 2005, PC marketing constituted a dry, rational communications landscape. At that time, HP was also struggling following its merger with Compaq, and there was speculation it might even exit the business altogether.
Agency: Goodby Silverstein & PartnersAuthors: Lorenzo Bresciani and Dalynn Fortner

Hewlett Packard – How communications helped make HP personal again

1. THE PC INDUSTRY IN 2004 – NO PLACE FOR THE FAINT-HEARTED

In the middle of this decade the PC industry was no place for the faint-hearted. The established players were struggling in the face of aggressive competitors, Dell foremost amongst them.

In December 2004 IBM sold out of the PC business altogether and there was widespread speculation that other companies would follow.

Around this time, Gartner named HP as one of a handful of brands likely...

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