The initial review, which commenced in late 2004, was widely tipped to result in a shift of the account from Fleishman-Hillard to Burson-Marsteller, and also involved pitch presentations from Edelman and Text 100.
Instead, Fleishman remained as the incumbent, but is now expected to step aside for Ogilvy PR.
Burson-Marsteller will act as lead agency for the global Intel business and head the Americas business, while Hill & Knowlton takes charge of Europe (Media Online, February 14). The news follows a six-month review during which Ogilvy and B-M pitched together as 'Team Imagine'.
Intel spokesperson Mark Miller declined to discuss local alignments, which currently include Text 100 in Singapore, B-M in China and F-H in Hong Kong. It is believed, however, that B-M will be handed the India business.
"We will continue to work with other firms as needed, but WPP will be our global agency network," added Miller.
Fleishman-Hillard to move aside for Ogilvy PR on Intel
Intel's decision to hand its global public relations retainer to WPP means that Ogilvy PR will take charge of the Asian component of the business, barely a year after the semiconductor giant conducted a major review of its Asian PR account.
