Intel calls global digital review

The technology giant has approached a number of undisclosed agencies directly through its North American offices.

The company currently works with San Francisco-based agency Venables Bell & Partners for its global advertising business and MRM Worldwide for its digital activity in the UK and EMEA.

Venables Bell & Partners also handles Intel’s US business-to-business digital account, which is also up for review separately.

The three agencies shortlisted for the Intel B2B digital review are, Interpublic Group of Cos, MRM, Omnicom Group's Tribal DDB, and Publicis Groupe's Razorfish. Venables Bell & Partners did not repitch for the business.

Intel previously worked with McCann Erickson Worldwide for its global creative duties, but shifted its account to Venables Bell & Partners in 2009. Intel retained McCann's digital arm MRM Worldwide to handle its digital capabilities.

McCann became agency of record for Intel in 2005, but soon afterwards, the technology company hired several additional agencies, among them two owned by the Omnicom Group: Doremus and OMD, and Razorfish. Intel appointed OMD to its then US$300 million global media account in 2008.

Last year, Intel repositioned itself as the 'sponsors of tomorrow' in its biggest global marketing campaign in three years.

The print, online and outdoor campaign, created by Venables Bell & Partners, aimed to stress Intel's role in producing advances of the digital age and show how it is working on tomorrow's technology.

Intel was unavailable for comment.

This article was first published on campaignlive.co.uk.