It has ditched McCann Erickson as its agency-of-record and declared it will source ideas from wherever it pleases.
In reality, what is described in the most modern of terms seems to come with the most old-fashioned of motives: efficiency.
In reality, what is described in the most modern of terms seems to come with the most old-fashioned of motives: efficiency.
In theory, Intel takes advantage of its global network to ensure low-cost production, then makes the best and the brightest in adland fight it out repeatedly for the privilege of coming up with its big idea. Or, as one source close to the account summed it up, it’s about “having your cake and eating it”.
The jury is still out on whether this can work in the real world. Yet Intel’s decision is not a one-off. If the current crop of rumours are to be believed, several major clients are considering a similar model.
It is dangerous territory all round. Clients may think they are keeping agencies on their toes, but it takes a huge amount of effort (not to mention manpower) to ensure it works. And while the networks will want the global production brief, unless they can retain the sexy upstream work they are in danger of becoming commodity players at exactly the wrong time.
