Edelman wins global PR brief with computing giant HP

Edelman has been selected by computing giant HP to handle its global corporate and product PR activities.

The agency has succeeded the incumbent Porter Novelli and FleishmanHillard following a competitive review, with the brief worth $14 million (10.77 million pounds). When Edelman's social media work is also taken into account, this figure rises to $22 million.

A number of global networks took part in the review, which was held due to HP's desire to integrate its product and corporate communications work with its global digital and social media programmes.

As such, the firm chose to end its 28-year association with Porter Novelli as it seeks to employ a more consolidated approach to PR.

Karen Kahn, HP's global chief communications officer, said: "The lines between nontraditional and traditional communications are blurring. To ensure we are on the cutting edge of communications, we are implementing a strategy that unifies and aligns our PR, content and digital/social programming."

The bulk of HP's transition to Edelman will be complete by December 2016. The review did not include the HP Enterprise business, which was split off as a separate company last year.

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