In the interview, Fisher describes the different factors the brand weighs up when allocating budget, including online penetration and consumer behaviour. Intel spends 100 per cent of its budget online in some markets, but only 20 per cent in others.
The series, sponsored by BBC.com, will investigate how digital-savvy brands approach online marketing, offering tips to other marketers on how they can expand their digital exposure.
Fisher also discusses Intel’s decision to move to an open-source agency model and the impact this has on his ability to select agencies for digital work. “We may be looking to expand into mobile marketing or maybe even into content syndication for online, retail or a variety of other types of digital activities,” he says.
“No one agency can meet those needs as effectively as picking out singular agencies that are truly experts in that area, so from that perspective I’m free to go out and source the best agency with the best cost model that best meets our needs,” Fisher adds.
To be broadcast over the coming weeks, the series will include interviews with James Thompson, chief marketing officer of Diageo Asia-Pacific, and Ajay Mohan, vice-president of marketing for Hewlett-Packard’s personal systems group in Asia-Pacific.
To see previous Media TV interviews, click here.
To see Media TV interviews as soon as they come out, sign up for Media's email bulletins.
The series, sponsored by BBC.com, will investigate how digital-savvy brands approach online marketing, offering tips to other marketers on how they can expand their digital exposure.
Fisher also discusses Intel’s decision to move to an open-source agency model and the impact this has on his ability to select agencies for digital work. “We may be looking to expand into mobile marketing or maybe even into content syndication for online, retail or a variety of other types of digital activities,” he says.
“No one agency can meet those needs as effectively as picking out singular agencies that are truly experts in that area, so from that perspective I’m free to go out and source the best agency with the best cost model that best meets our needs,” Fisher adds.
To be broadcast over the coming weeks, the series will include interviews with James Thompson, chief marketing officer of Diageo Asia-Pacific, and Ajay Mohan, vice-president of marketing for Hewlett-Packard’s personal systems group in Asia-Pacific.
To see previous Media TV interviews, click here.
To see Media TV interviews as soon as they come out, sign up for Media's email bulletins.
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