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HP unravels marketing plan of departed CEO; Reversal of Fiorina's strategies affects...

By Creamer, Matthew; Cuneo, Alice Z.
Publication: B to B
Date: Monday, December 12 2005

Byline: MATTHEW CREAMER AND ALICE Z. CUNEO

Hewlett-Packard Co. is reviewing up to $2 billion of ad business as it sweeps away the corporate-branding vision favored by deposed CEO Carly Fiorina.

The tech giant is devolving marketing power and responsibility-centralized under Fiorina-to its individual business units: the PC division; the imaging and printers division; and the trade-focused enterprise division. In doing so it is realigning its agency relationships so shops are matched with divisions, region by region, rather than on a corporate basis.

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