Interpublic scoops Intel media account
Universal McCann is set to profit as Intel Corporation has confirmed the Interpublic network will manage and implement its estimated £155m global marketing strategy.
The network beat off competition from the WPP group of creative and media agencies in the final stages of the pitch and was triggered by a formal review of the computer giant’s marketing strategy launched last summer.
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The incumbent Havas, which gave its Media Planning Group agency sole charge of Intel’s planning and buying work, removed itself from the pitch early in 2005.
Interpublic was selected for its global reach as well as strengths in marketing, brand development and creative strategy, a statement from Intel said.
The new brief role will cover advertising, online marketing as well as media planning and buying. MRM Partners and R/GA will provide additional communications support.
Eric Kim, vice president and co-director of Intel’s Sales and Marketing Group said: “The Intel brand must consistently evolve in order to address new market opportunities.
“As Intel increases its focus on delivering technology in a way that benefits people in their daily lives through our approach to platforms, the new global agency will play a strategic role in helping to communicate the essence of the Intel brand and the company’s benefits in a compelling way.”
Havas had been credited with the enormous success of Intel’s “Intel Inside” strategy, which saw a short, three-second burst of Intel branding on every commercial that mentioned the company’s microchips.
By Kunal Dutta
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