Sources involved in the review said McCann's comparative network strength and tech experience proved pivotal in securing the business, for which it will handle all creative and media duties.
In particular, it is believed that WPP's decision to couple Y&R with creative lead Berlin Cameron/Red Cell could not match the strength of McCann's global offering. "The idea that you can toss people together in a salad -- it doesn't always mean you get a good taste," said an industry source of WPP's composite offering. "The ad agency is still the heart and soul of an offering regardless of the intentions of the holding company. The ad agency has to own the idea and then farm it out."
In particular, it is believed that WPP's decision to couple Y&R with creative lead Berlin Cameron/Red Cell could not match the strength of McCann's global offering. "The idea that you can toss people together in a salad -- it doesn't always mean you get a good taste," said an industry source of WPP's composite offering. "The ad agency is still the heart and soul of an offering regardless of the intentions of the holding company. The ad agency has to own the idea and then farm it out."
While WPP built its creative pitch around a concept entitled 'Amazing', McCann's 'People Love Technology' vision ultimately proved a more attractive choice for Intel executives, including vice-president and director of sales and marketing, Eric Kim, for its current marketing needs. McCann's status as Microsoft's global roster agency is also understood to have been pivotal, in terms of both technology experience, and possible branding synergies for Intel.
"At the end of the day, Berlin Cameron couldn't mask a weak network," added the source, referring to Y&R, which has struggled in recent years from the departure of key talent following the WPP buy-out period and major client defections such as Jaguar, Burger King,Kraft and Sony. The ramifications of Intel's choice for Y&R remain unclear, with WPP chairman and CEO Martin Sorrell declining comment.
Intel was previously handled by Havas' Euro RSCG and Media Planning Group.