Ad exec brings new world order to Compaq: Salzman endows computer giant with global marketing perspective

Article Abstract:

Andrew Salzman is Compaq Computer Corp's vice president for worldwide advertising and brand strategy. He brings his wealth of experience from working in North America, Europe and Asia to technology marketing at Compaq. Salzman has been with Compaq for less than a year and during this time he saw consolidation of the computer giant. The global advertising contract has also been awarded to DDB Needham. The first phase of the new advertising thrust at Compaq is the promotion of a new corporate image.

Practice, Salzman, Andrew

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Digital fights back against HP rumour ads

Article Abstract:

Digital Equipment Corp and the company that will soon acquire it, Compaq Computer Corp, have taken out ads in national business and financial publications that have dispelled rumors that Digital is abandoning its focus on networked computer technologies. The rumors have been featured in ads by Hewlett-Packard Co, which is actively courting Digital's customers of long standing. They have been designed by Hewlett-Packard to fuel doubts regarding the future of Digital's technology under Compaq.

Digital Equipment Corp., DEC

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Hewlett-Packard champions sports sponsorships

Article Abstract:

Hewlett-Packard Co is stepping up its efforts at sponsorsing sporting events. The most prominent sports event it has sponsored is the World Cup 1998 and it plans to sign up as a corporate sponsor in the 2002 event. Sports sponsorship provides Hewlett-Packard an opportunity to get close to and entertain corporate decision makers. Other sports events Hewlett-Packard is set to sponsor are cycling, sail boat racing and auto racing.

Management, Sports sponsorship

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