How HP Inc.’s marketing team built its in-house influence

Stephen Whiteside

HP Inc. faced a distinctive brand challenge as half of the former Hewlett-Packard, a company which split in two in late 2015.

Antonio Lucio has a clear instruction for any marketer who wants to exert meaningful influence in the C-suite.

"If we want to be at the business table, we have to speak as businesspeople first, and marketing artisans second," the Global Chief Marketing & Communication Officer at HP Inc. explained to delegates at the Association of National Advertisers' (ANA) 2017 Masters of Marketing Conference.

Antonio Lucio, Global Chief Marketing & Communication Officer, HP Inc.

Rather than representing an easy semantic shift, however, both the language and logic employed by HP's brand custodians must now reflect the words and wisdom favored at...

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