• by Steve McClellan  @mp_mcclellan, December 4, 2013

Tech giant HP has awarded its global search business to Optimedia after a consolidation review, according to sources. The company spends an estimated $25 million on search ads annually.

The search business was previously handled by a number of incumbents, including Optimedia. The others were not immediately identified.

Optimedia is part of Publicis Groupe’s ZenithOptimedia. It will handle the consolidated HP search business out of its Chicago office.

Omnicom Media Group handles media planning and buying duties for HP globally.  Those chores were not part of the review.

An HP rep did not immediately return messages seeking comment. Agency officials also could not be immediately reached.

This story has been updated and corrected. An initial report indicated that Optimedia sister agency Performics had won the business.