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COMPAQ SELECTS AMMIRATI & PURIS AS NEW NORTH AMERICAN ADVERTISING AGENCY; OGILVY & MATHER TO RETAIN INTERNATIONAL ACCOUNT

 COMPAQ SELECTS AMMIRATI & PURIS AS NEW NORTH AMERICAN ADVERTISING
 AGENCY; OGILVY & MATHER TO RETAIN INTERNATIONAL ACCOUNT
 HOUSTON, Dec. 13 /PRNewswire/ -- Compaq Computer Corporation (NYSE: CPQ) today announced it has selected New York-based Ammirati & Puris Inc. as its new North American advertising agency, effective Jan. 1, 1992.
 Compaq, one of the world's leading computer manufacturers, had retained Ogilvy & Mather since Compaq's inception in 1982. The company began an agency search in July of this year.
 Ogilvy & Mather will continue to handle Compaq's international advertising with the exception of Japan, which is handled by J. Walter Thompson; and Australia and New Zealand, which are handled by The Ball Partnership. Compaq has 20 subsidiaries throughout the world.
 "Compaq is committed to aggressively promoting the strong brand image we have established for our products," said Eckhard Pfeiffer, president and chief executive officer, Compaq Computer Corporation.
 "Ammirati & Puris will help us further develop our brand, both in terms of perception and market share, while Ogilvy & Mather will continue to help us imprint this image in the minds of customers throughout the world," said Pfeiffer.
 Ammirati & Puris will be involved in overall brand positioning, but each agency is responsible for implementing the Compaq marketing strategies in their respective markets: Ammirati & Puris for North America, The Ball Partnership for Australia and New Zealand, J. Walter Thompson for Japan, and Ogilvy & Mather for the rest of the world.
 In October, Compaq restructured its operations into two divisions, PC Systems and Personal Computers. The company further outlined its future plans on Nov. 5, calling for a "marketing revolution" in today's competitive personal computer industry. New marketing strategies will include sweeping changes in product development, pricing, customer support, distribution, product promotion and financial management.
 Earlier this year, Compaq announced a new Customer Support Center and hotline number, established the Compaq Specialized Dealer program for advanced customer support of key operating system environments, and added several third-party maintainers to provide customer service and support to Compaq customers. Company Background
 Compaq Computer Corporation is a world leader in the manufacture of personal computer systems and desktop, portable, laptop and notebook PCs. COMPAQ products are sold in more than 69 countries through a network of more than 3,500 marketing partners.
 Founded in 1982, Compaq ranks No. 377 in Fortune Magazine's 1991 "Global Fortune 500" listing of the world's largest companies. The company reported 1990 worldwide sales of more than $3 billion.
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 NOTE: COMPAQ is a registered trademark (registered U.S. Patent and Trademark Office) of Compaq Computer Corporation.
 -0- 12/13/91
 /CONTACT: Bob Beach or Nora Hahn of Compaq Computer Corporation, 713-374-4613; or Tony Sapienza or Donna Ruane of Miller Communications, 617-536-0470, for Compaq; electronic media, contact: Tom Pearson of Pearson Communications, 215-648-3975/
 (CPQ) CO: Compaq Computer Corporation; Ammirati & Puris ST: Texas, New York IN: CPR ADV SU:


SH -- NE002 -- 2259 12/13/91 09:05 EST
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Publication:PR Newswire
Date:Dec 13, 1991
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