In keeping with its imaging and printing group global strategy, HP announced a deal with Omnicom Group (News - Alert). The partnership involves developing a digital print supply chain to streamline the creation, management and printing of marketing campaign materials.

 

HP also announced that Omnicom’s BBDO brand, along with sister agency Goodby, Silverstein & Partners, will continue to promote the “What do you have to say?” marketing campaign.

 

Omnicom will use HP’s technology and services through the company’s network of print service providers.

 

The two companies plan a digital print supply chain to streamline workflows and provide on-demand printing for direct mail pieces, packaging, marketing collateral, point of sale materials and traditional advertising like print ads, building wraps and billboards.

 

The Web-based solution will enable Omnicom and its customers to manage documents, track individual projects, reduce printing duplication and waste, and reduce cost. HP’s services will also provide variable data publishing capabilities allowing clients to effectively reach customers with timely and accurate information.

 

Omnicom and HP plan to collaborate with other brands to start the digital print supply chain in 2008.

 

“We’re delighted to strengthen and grow our partnership with HP,” said John Wren, president and CEO at Omnicom Group, in a statement. “There are many synergies between our companies — including the value we place on world-class marketing rooted in strategic business objectives. In addition, we believe transitioning to a digital print supply chain will significantly enhance our business operations by enabling us to print more responsibly, reduce our environmental impact and lower costs.”

 

“Expanding our relationship with the Omnicom Group is part of our effort to position HP as the lighthouse brand for enabling digital content creation and printing,” said Ron Coughlin, senior vice president, worldwide marketing, Imaging and Printing Group, HP, in a statement. “Omnicom has best-in-class capabilities to drive our business forward in strategic markets around the world and to lead the next generation of digital print transformation.”

 

Andrew Robertson, president and chief executive officer, BBDO Worldwide, added: “HP has said it is going to transform from a ‘printer’ to a ‘printing’ company.” He also added, “We are really excited to have been selected to work with HP and Goodby to make this happen around the world. Everyone will benefit, our clients, HP and BBDO – as we move from atoms to digits to dollars.”

 

Publicis will continue working on digital its assignment supporting the “What do you have to say?” campaign through Publicis Modem.

 

“We thank Publicis for their important contributions to date. They will continue to be a valued partner across HP,” Coughlin said.