"Including women and people of colour in key roles is not only a values issue, but a significant business imperative," Lucio said in the letter. Women buy 53% of personal computers and 45% of printers, Lucio told the Journal. HP's three ad agencies, which includes Omnicom's BBDO, Fred & Farid and Dentsu's Gyro, have 30 days to submit a plan or face a possible rejection. General Mills is also insisting on more diversity. Last week, the food giant announced that agencies competing for its creative business have to have a staff of at least 50% women and at least 20% of color, according to AdAge. Karen Kahn, HP's CCO, said the company is leaving the request open-ended, so agencies can decide how they will increase diversity themselves. But if an agency can't change, Kahn said HP would stop working with it. "We can't control agencies, but [with] the kind of budgets we have in marketing and PR, we can influence with the spend we have," Kahn told Campaign US sister publication PRWeek.