HP Signs Edelman for Influencer Marketing in EMEA

HP today announced that it has selected Edelman as the influencer marketing agency of record for its Imaging and Printing Group (IPG) in Europe, the Middle East and Africa (EMEA).  Replacing three incumbent agencies, Edelman will be responsible for IPG EMEA’s influencer marketing activities, including public relations and analyst relations, in 70 countries across the region.

The decision is the result of a four-month evaluation process involving a number of international agencies. The account will be led out of Edelman’s offices in London and Barcelona. The transition to the new agency will begin immediately. 

“From consumer to enterprise to large format printing, HP has leading solutions in the marketplace and we need a best-in-class partner to help us build strategic programmes that drive influencer engagement and take PR to the next level,” said Jean-Pierre Le Calvez, vice president, marketing, HP Imaging & Printing Group, EMEA. “We look forward to working with Edelman to enhance our relationships with key influencers and deliver high-impact programmes that further build our brand image and drive sales for HP.”

Jonathan Hargreaves, Managing Director of Edelman’s European Technology practice, said: “Edelman is delighted to form this partnership with IPG, as we have been pioneering approaches to influencer and multi-stakeholder PR in recent years.  It has been exciting presenting to a prospective client with such clear and advanced views on the evolution of PR into influencer marketing.  A major component of our approach has been the impact digital communications and innovation has made in this respect and this will be key element of our approach to this new world.”