• Ad Age, Friday, March 14, 2008 10:45 AM

Michael Mendenhall, Hewlett-Packard's new CMO, believes more advertising services will move to the Web in coming years. For example, he says HP's Logoworks--a small-business provider of logos, stationery, brochures and Web design--uses the Long Tail of the Web to give the assignment to a number of designers who present the customer with a design. The process is much cheaper than using traditional branding shops, he says.

Mendenhall also says that HP has developed a device that can reduce the amount of energy used by computers in data centers, and that it is thinking about a push to encourage consumers to turn off their computers at night. A company cannot call itself "green" simply by buying carbon credits, he says.

Mendenhall took over all aspects of HP's corporate-marketing operations globally--including brand marketing, customer intelligence and corporate communications--last October. He joined HP from the Walt Disney, where he worked for 17 years.

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