HP split into two companies recently, one of which is called Hewlett Packard Enterprise. It is a $53B company. I’ve been picking on pre-break up company HP for its idea-less advertising for a couple of years, trying to learn more about the advertising by writing planners at BBDO, a terrific shop that know some advertising. To no avail.
The launch advertising for Hewlett Packard Enterprise is preposterous in this day and age. It’s poor 1990 technology advertising. The brand strategy revolves around “accelerate next.” as in accelerate the speed with which customers use and benefit from technology. Say whaaat? The print work I saw this week is high school- like. The TV ad feels like as if it was directed by an ad bot.
I know Hewlett Packard Enterprise makes some serious technology and does amazing things. But ads are not one of them. Meg Whitman must be asleep at the switch. And BBDO? This is C team stuff. David Lubars can’t have an excuse. The brand brief must have been written by a temp. And I’m not even cranky this morning. This whole advertising cluster fork is amazing to me.
And the Siegle+Gale logo and naming project? Also sophomoric. I can only hope the teams had about 10 days to do everything and that this the result. Accelerating Next can sometimes be a mistake.