Tech
Intel hires VMLY & R as a global creative agency
Intel has named WPMLVMLY & R as its benchmark global creative agency after a six-month internal review process.
The technology company based in Santa Clara, California, said agencies in the "WPP portfolio" will also be exploited to support global creation and positioning of Intel's partners' brands, products and marketing. It is unclear at this time which WPP agencies will assist VMLY & R on the account.
Karen Walker, director of marketing for Intel, said in a statement that WPP was chosen because the holding company "demonstrates a deep passion" for its brand positioning of showhow technology "enriches people's lives. Their first digital approach, their creative spirit and their access to diversified talents on a global scale will help us develop impactful market moments that inspire our customers and partners, "added Walker.
Intel has indicated that it will continue to work with other partner agencies, while the integrated WPP team is creative on a global scale. Media duties have not been affected and remain with Dentsu Aegis Network. Earlier this year, Intel hired the independent agency Pereira O & # 39; Dellfor for the project work.
According to someone close to the company, mcgarrybowen of up-and-coming designer AOR Dentsu, hired in 2014, will continue to manage key global social efforts for Intel. Another person familiar with the matter said that the finalists for the recent review were mcgarrybowen and VMLY & R. Mcgarrybowen declined to comment.
According to COMvergence estimates, Intel spends $ 68 million worldwide and $ 6.4 million nationally on measured media annually. However, a person close to the companies says that Intel spent $ 1.4 billion on total marketing worldwide in 2019 and plans to increase that spending in 2020.
"Intel is a brand synonymous with innovation around the world and we are delighted that a WPP team has been entrusted with the next step in its creative transformation," said WPP CEO Mark Read in a statement.
The appointment follows Intel's decision to close its internal operation, Agency Inside, in November 2018. The company fired 60 of its 90 internal employees and said at the time that it was would focus more on B2B marketing instead of Teresa Herd, Intel's global creative director who oversaw Agency Inside, left the company in early 2019 and has since done consultancy work.
The Insidea agency played its old slogan "Intel Inside", created in 2014 under the leadership of former marketing director, Steve Fund, who had deployed a similar strategy at Staples. The fund has been tasked with transforming 50-year-old Intel from a dusty B2B chip maker into a brand innovator familiar to many consumers, and its efforts have included leading Super Bowl spots. the company in July 2018. Intel hired Walker, a veteran tech industry marketing specialist at Cisco, as the new marketing director in September 2019.
Intel is a big winner for WPP after the holding company last week announced lower organic revenues for its fourth quarter and full year, dropping its stock to its lowest level since 2012.
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