HP: a new purpose

After Léo Apotheker was exited from the organization, Meg Whitman was hired as CEO. A new CMO was hired as well, and an initiative was taken to consolidate the marketing organization and simplify the message to the market. Make It Matter was born as the newest flavor of the Human Progress storyline.

Establishing and affirming the vision of the business

The creative idea within Make It Matter was to establish shared emotion on outcomes that matter to many people, establishing the thesis that “because it matters to you, it matters to us.” This campaign ran until the breakup of HP, which in turn represented the conclusion of the Human Progress strategy.

Affirming our global presence and the range of lives we touch.