HP Launches Global Advertising Campaign Targeting Computer System Solution Decision Makers; New Campaign Created by Saatchi & Saatchi Capitalizes on HP's Leadership.

PALO ALTO, Calif.--(BUSINESS WIRE)--Jan. 13, 1995-- Hewlett-Packard Company today announced the company's first worldwide campaign targeted at computer-system decision makers. The campaign, created by Saatchi & Saatchi Advertising, demonstrates HP's global leadership in open enterprise client/server computing.

The campaign, which starts Jan. 18, begins with four provocative print ads that will appear in business and high-technology publications around the world. The primary objective of the campaign is to promote HP as the pre-eminent computer-systems and information-technology provider to businesses looking to increase competitive advantage.

Unlike its primary competitors' current ad campaigns, which focus on product features, HP's creative and text focus is on HP's ability to work with customers to increase competitive advantage. This campaign focuses on HP's track record and position as the world's leading supplier of UNIX(R) system-based workstations, servers, solutions and services.(1)

The print ads capture the eye with dynamic visuals: a lava flow, a pipeline wave and icebergs adrift. The visuals represent the challenges and obstacles of today's business environment. An HP customer, superimposed on the visual, confidently leaps, walks or pole-vaults over the everyday hazards of doing business in the `90s. These images and provocative copy are designed to communicate across boundaries and cultures.

"Very few companies have been able to successfully develop an image that translates worldwide," said Mary F. Doan, general manager for Saatchi & Saatchi's San Francisco office and worldwide account director for HP's computer-systems campaign. "We created a series of images that customers around the globe can relate to and understand."

Previously, HP tailored its computer-systems advertising campaigns individually to each country. With this global campaign, HP wanted a consistent brand image to help increase its presence in the world market.

"I believe this ad campaign will not only increase awareness, but help us close more deals," said Willem P. Roelandts, HP senior vice president and general manager of the Computer Systems Organization. "Combined with our current momentum and our strength in providing the solutions customers want, this campaign will boost HP awareness with CEOs, CIOs and other top executives around the globe."

Through distributed computing, HP customers increasingly are pushing information and systems closer to the point of transaction. Thousands of HP customers using distributed client/server computing have gained greater time-to-market, productivity and cost advantages. Client/server computing blends the best of the centralized data center (high-performance applications processing, data integrity and control, and effective resource management) and the best of end-user computing (ease of use, economical processing power and access to information).

By building computing solutions that deliver the benefits of distributed computing, HP helps its customers deliver improved service to their customers. This experience provides HP with the solid foundation for expanding industry relationships and creating products and services that meet a variety of critical computing needs.

HP computer-systems business provides customers worldwide with the hardware, software, consulting services, maintenance and support needed to gain significant competitive advantages.

HP delivers technical systems integration, architectural design and consulting, and education. Key software products and technologies that HP delivers include network and systems management, object technology, distributed computing technologies, and the maintenance and support required for firms to be operational at all times.

HP hardware solutions include HP 9000 business servers and workstations based on HP's industry-leading UNIX(R)-based HP-UX(2) operating systems and PA-RISC(3) technology. HP hardware solutions provide the high-performance, price/performance and system functionality requirements of customers moving to an open, client/server computing architecture. Currently, PA-RISC technology spans systems ranging from workstations under $4,000 to large-scale, symmetrical multiprocessing systems with mainframe-class performance.

The San Francisco office of Saatchi & Saatchi Advertising is one of the network's rising stars having recently picked up many awards for its creative work, including a bronze lion at the Cannes International Advertising Festival. Saatchi & Saatchi Advertising/San Francisco is a full-service agency whose client roster includes HP, Kikkoman International, Meredith Corporation, U S WEST Communications and the San Francisco Convention and Visitors Bureau.

HP is the world's leading supplier of open, client/server systems and is the second-largest computer supplier in the United States, with computer revenue of $19.6 billion in its 1994 fiscal year.

Hewlett-Packard Company is a leading global manufacturer of computing, communications and measurement products and services recognized for excellence in quality and support. HP has 98,400 employees and had revenue of $25 billion in its 1994 fiscal year.

-0- (1) According to reports from IDC (Dec. 12, 1994), and Dataquest (Feb. 1994); Also, No. 1 in RISC-system revenue, according to Inside the New Computer Industry (Jan. 1995).

(2) HP-UX is based on and is compatible with Novell's UNIX(R) operating system. It also complies with X/Open's(tm) XPG4, POSIX 1003.1, 1003.2, FIPS 151-1 and SVID2 interface specifications. UNIX is a registered trademark in the United States and other countries, licensed exclusively through X/Open Company Limited. X/Open is a trademark of X/Open Company Limited in the UK and other countries.

(3) PA-RISC stands for Precision Architecture reduced-instruction-set computer.

CONTACTS: Hewlett-Packard Company

               Jim Christensen, 408/447-1678
               or
               Saatchi & Saatchi
               Sue deLeeuw, 415/296-6224