The chipmaker, currently believed to work with upwards of 30 PR agencies worldwide, has retained US consultancy Select Resources International (SRI) to oversee the process. SRI previously handled Intel's review of its US$300 million advertising and media buying operations, awarding McCann Worldgroup the task in March.
According to sources, agencies said to have received RFPs include Ogilvy PR, Hill & Knowlton, Cohn & Wolfe, Asia-Pacific incumbent Fleishman-Hillard and China incumbent Burson-Marsteller. It is further believed that Singapore incumbent Text 100 turned down the opportunity, based on the agency's global win of the Philips Semiconductor business.
Intel APAC PR group manager Stephanie Silvester confirmed the search, and indicated that the transition to a smaller pool of agencies will take place in 2006. "Intel is in the process of evolving and changing how we present ourselves in the marketplace," said Silvester. "Consequently, we want to reshape our approach to media relations to optimise our effectiveness and improve efficiencies."
The latest stage of Intel's attempts to evolve its brand comes in the shape of a new global advertising campaign for its Centrino mobile technology platform, the first major work developed by McCann Worldgroup since the account win. The 'Laps' campaign features a range of stars -- including Tony Leung, Lucy Liu and Michael Owen -- to address how consumers are increasingly interested in using their laptop PCs as all-in-one entertainment systems while on the move.
"The ads use personalities to effectively reinforce the brand attributes and benefits of Intel Centrino mobile technology for entertainment," said VP and co-director of Intel's sales and marketing group, Eric Kim. According to Intel worldwide advertising manager Sean Connolly, Intel's growth into a 'platform company' means a greater focus on marketing campaigns that promote the platform benefits in an era of digital convergence. "Intel technology is creating opportunities for people to do things that they never thought possible but can no longer imagine living without," said Connolly.
A total of three 30-second and six 15-second TVCs have been created, and have launched in China, Germany and the US. Online and print will break this month on a range of sites and publications, before the campaign rolls out to Canada, France, Italy, Mexico, Russia and the UK.
