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HP, FULFILL YOUR PROMISE TO MAKE IT PERSONAL; REVISION NEEDED: Why Hewlett-Packard's latest campaign should have told a different story.

Publication: Advertising Age
Publication Date: 19-MAR-07 		Format: Online
Delivery: Immediate Online Access
Full Article Title: HP, FULFILL YOUR PROMISE TO MAKE IT PERSONAL; REVISION NEEDED: Why Hewlett-Packard's latest campaign should have told a different story.(CMO Strategy)

Article Excerpt
Byline: NILOFER MERCHANT

At its foundation, great advertising is about demand creation. It's about filling an unfulfilled need, or creating a need and then filling it. When done correctly, it's a magical experience.

It's within this context that I want to take a look at HP's ad campaign "The Computer is Personal Again.'' I'm not sure how many of you have been paying attention to it. Actually, after the May 2006 launch, I'm wondering how long ago you started to tune out. It's been in every major magazine (Wired, Fast Company, Business 2.0, Fortune, Forbes), daily publication (The Wall Street Journal, The (London) Times, etc.) and relevant website. Several articles have been published on the campaign itself. It is by far the biggest advertising expenditure in the tech field since the boom (pre-2001).

If money is the measure, it's clear HP is trying to do...

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