Intel Puts Global Advertising for Major Initiative in Review

Intel Puts Global Advertising for Major Initiative in Review

Steve’s breakdown: We believe we’re scooping the entire American press here. Intel has called a global creative pitch led by Intel’s Asia-Pacific team in Hong Kong. A number of New York agencies are already said to be participating so you’ll have to move fast!

HONG KONG: According to industry sources, the pitch is to appoint an agency to manage a major initiative aimed at developing markets such as India, China and Brazil.

It is our understanding that only top agencies have been invited to pitch and have submitted their credentials. Agencies participating include Droga5 New York, DM9 Brazil, BBDO New York. Presentations are scheduled for next month.

Sources also confirm that the pitch is being managed by agency consultants, R3.

Jayant Murty, director of brand strategy at Intel Asia-Pacific declined to comment, telling Campaign Asia-Pacific that to do so would violate Intel corporate policy.

He added that there are indeed several projects running out of the Asia-Pacific office, but declined to go into specifics. “We run lots of projects, that’s not news,” he said mildly.

Murty explained that Intel has an “open-source” policy with regards to agencies and doesn’t have an AOR or even a portfolio of agencies. “Depending on an idea or project on hand, we pick the best partners,” he said. “We’ve worked with agencies all over the world. Recently we’ve worked with an agency in Tokyo, and even more recently, with one in Sydney,” he added.


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