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Hewlett Packard Enterprise moves majority of B2B business to Publicis

Hewlett Packard Enterprise has shifted most of its B2B agency work to Publicis Groupe from Omnicom after a review.

"HPE has made the decision to transition the marketing work currently being done by BBDO, Doremus, Rapp and OMG to Publicis," the company said in a statement. "This decision does not impact the strong relationships that HPE has with Omnicom agencies Ketchum, Siegel + Gale, Interbrand and GMR."

In 2014, Hewlett-Packard split into two companies, separating its PC and printer business from its enterprise hardware and service groups to form B2B unit HPE. Last year, the company launched a brand campaign dubbed ‘Accelerating Next’.

According to an internal memo sent by Publicis Worldwide CEO Arthur Sadoun, the agency first began pitching HPE earlier this year.

"What started in February as a creative pitch involving Publicis Worldwide in New York quickly snowballed,” the memo said. “HPE, recognizing the transformative capabilities of our agency, asked to see more. This enquiry led to a broader discussion about the Groupe and, before we knew it, we were exploring the potential of a global solution – one that would leverage the might of our company to help this iconic brand win in a fiercely competitive market.”