24: Allison Johnson, Senior VP-corporate marketing, Hewlett-Packard; Ad budget: $899 million.(Special Report: Power Players)(Vice President)(Brief Article)

Advertising Age, October, 2004

AGENCY ROSTER INCLUDES: Omnicom's Goodby, Silverstein & Partners, San Francisco. Publicis' Publicis & Hal Riney and ZenithOptimedia, both San Francisco.

POWER PLAY: Hewlett-Packard's linkup with Apple Computer to launch the iPod From HP shows great initiative, plus a bit of humility in being willing to admit when the other guy got it first. Ms. Johnson, 43, drove the new thematically similar campaigns for consumer ("You HP''), enterprise ("Change HP'') and business ("Customers HP'') to keep the big brand under one umbrella. The b-to-b campaign had to cross vertical segments such as financial services and manufacturing. Last-mile details like agreements with Best Buy Co. and Circuit City Stores for creative HP product displays show the company's willingness to...

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