The decision to review comes after persistent speculation of client dissatisfaction with Universal in Asia.
Intel representatives declined to comment on the development. The company has recently named Nick Jacobs to head its Asia-Pacific PR group, amid news that his predecessor Mark Miller will return to the US in the first-quarter of 2008.
Intel representatives declined to comment on the development. The company has recently named Nick Jacobs to head its Asia-Pacific PR group, amid news that his predecessor Mark Miller will return to the US in the first-quarter of 2008.
Total billings for the business are approximately US$60 million in Asia-Pacific.
A third of the billings is represented by mainland China, where Intel is facing fierce competitive pressure from Lenovo and AMD.
The China and Asia-Pacific accounts will be pitched separately. Both will go to an RFI, where representatives from all the major holding companies are expected to pitch. GroupM, OMD and Starcom have confirmed their participation.
“It is likely that we will be involved,” added sources at ZenithOptimedia. Universal McCann - the incumbent - is expected to mount a strong effort to keep one of its last remaining pieces of significant Asia-Pacific business.
The second round RFP is expected to include a significant planning component.
“Intel is looking for much more robust strength and depth, particularly on digital,” said a source involved in the review. “And it is looking for far more consistency and a network that matches its strengths.”
