An Intel spokesman in Singapore said the model, in the region and across the globe, “allows Intel to be flexible and engage with a number of strategic partners. Intel looks for those agencies that can provide high levels of creativity, niche expertise and unique capabilities.”
The decision will allow agencies to work on aspects of the company’s business that would otherwise be limited to Intel’s current agencies-of-record within McCann Worldgroup, including McCann Erickson. However, MRM will continue to work on Intel.com. It is also believed that the client is looking for an agency network with which to consolidate its production work.
Last year, rumours indicated that the brand wanted the flexibility to work with agencies beyond its designated agencies-of-record.
“The benefits are the ability to work across multiple agencies to tap into the most creative, innovative ideas and to work with specialised agencies as needed,” said the spokesman. “Intel does not want to be limited by the creative direction from one agency network. This will include work at both a campaign and project level.”
Intel will begin rolling out the model in Asia-Pacific later this year. In the US, the company has signed independent agency Venables Bell & Partners to oversee branding and corporate-image campaigns, duties previously assigned to McCann Erickson.
However, one source close to the company said that, in the brand’s quest to “have its cake and eat it”, Intel could jeopardise the continuity
of its long-term message. “Clients do miss out on a long-term, stable account group. Every time it approaches a new agency, the agency has to gear up with new people,” the source said.
“The counter to that is that bringing in new people brings in new ideas - large agencies often fail to do this.”
Mark Cripps, digital director for Asia at McCann Worldgroup, said that MRM’s handling of Intel’s digital account was safe. “The movement to an open source model has not, and will not, impact MRM’s status as Intel’s global internet marketing agency-of-record in 2009,” he commented.
While MRM handles much of Intel’s web work, sources close to the brand suggest its agency-of-record agreement does not run to some online advertising duties, and that Intel is currently considering its options for those.
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