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.
“The open source model is global in nature and allows us to better tap into creativity for our individual markets. It’s something we’re doing on a global basis and doesn’t limit us to utilising one agency for all campaigns and project work,” said an Intel spokesman in Singapore.
“The open source model is global in nature and allows us to better tap into creativity for our individual markets. It’s something we’re doing on a global basis and doesn’t limit us to utilising one agency for all campaigns and project work,” said an Intel spokesman in Singapore.
He added: “Intel will continue working with McCann Worldgroup on a couple areas of business, including MRM, which is working on production on Intel.com. Having an agency-of-record is inconsistent when moving toward an open source model that would allow us to work with other agency partners.”
The computer company has already begun using the open source model in the US, having announced that independent agency Venables Bell & Partners in San Francisco will handle branding and corporate image campaigns for Intel, taking over duties that were previously managed by McCann Erickson Worldwide.
Intel’s spokesman in Singapore said the agency will launch new global campaigns for the brand in the second quarter of this year.
Mark Cripps, digital director for Asia at McCann WorldGroup, said that MRM’s handling of Intel’s digital account was safe. "Intel has reaffirmed its commitment to MRM in 2009 and is indeed very happy with our deliverables and service. As such, we will continue to deliver the excellent work and results as we have been doing over the past three-plus years,” he said.
“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.”
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.
McCann Worldgroup has held Intel’s marketing account since March 2005. Intel’s account was previously handled by Euro RSCG and Media Planning Group.
