Chip maker Intel awarded its estimated $300 million global brand account to the Interpublic Group of Companies’ McCann Worldgroup. MRM Partners, R/GA and Universal McCann Interactive will handle various interactive chores on the account.
The McCann pick comes after a six month long review process, which began in September. Around that time, Intel hired Eric Kim, formerly of Samsung, to head sales and marketing. Havas’ Euro RSCG, the incumbent on the account, withdrew from the review process in January, saying it felt Intel had already decided a change was necessary.
“The Intel brand must consistently evolve in order to address new market opportunities,” said Kim, who is vice president and co-director of Intel’s sales and marketing group, in a statement.
Intel says the McCann agencies’ strengths in marketing, brand development, creative strategy and execution, along with its global reach, drove the decision. Agencies from Omnicom Group and WPP Group were also said to be in the running.
Universal McCann’s interactive unit will handle media buying for the account, while MRM Partners and R/GA will divide up the rest of the online duties. Though R/GA and MRM have often paired for interactive work, the split of duties is determined on a client-by-client basis.
An Intel spokesperson would not comment further on plans for the brand going forward, saying it was too early for specifics. She also declined to say what role McCann’s interactive capabilities played in the account decision-making.
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