Online Exclusive: Account Action

INCUMBENT EURO RSCG BAILS OUT OF INTEL AD REVIEW

Cites Inevitability of Chip Giant's Quest for New Agency

By Published on .

NEW YORK (AdAge.com) -- Havas' Euro RSCG Worldwide yesterday announced it will quit the current $300 million global creative and media review for Intel as competitors
Related Stories:
HAVAS STALKER VINCENT BOLLORE MAKES NEW MOVE
Uses 55.1 Million Havas Shares as Collatoral for Large Loan
EURO RSCG CREATIVE DIRECTOR LEAVES IN MID-REVIEW
Marcus Kemp of Intel Account to Join BBDO
INTEL AND MICROSOFT LAUNCH FIRST JOINT AD CAMPAIGN
Effort Promotes Technology for the 'Digital Home'
INTEL OPENS REVIEW OF WORLDWIDE ADVERTISING ACCOUNT
Havas' Euro RSCG, MPG to Defend Estimated $300 Million Business

from WPP Group, Interpublic Group of Cos. and Omnicom Group continue to pursue the business.

'Inevitable' change
"It has become increasingly clear that Intel's drive towards business transformation would inevitably lead to a change in agencies," Euro said in a press release issued late yesterday. "After much consideration, Euro RSCG decided its talent and resources would be better focused on our current clients and the high-profile new-business competitions we are involved in."

Euro is currently a contender in a global review for Nokia.

Intel has been one of the agency's largest global accounts, representing just less than 5% of Euro RSCG Worldwide's global revenue and less than 3% of Havas' total global revenue.

Ends long relationship
Euro's decision marks the end of one of the computer industry's oldest agency relationships: Euro RSCG's ties to Intel date to 1990, when Salt Lake City shop Dahlin Smith White won Intel's U.S. account. Euro RSCG, which in the early 1990s took on much of Intel's non-U.S. work, bought control of Dahlin Smith White in 1996, making it Intel's worldwide agency (except for Japan, where the account stayed at Dentsu). Havas wound up owning 100% of Dahlin Smith White, though it eventually closed the agency and shifted work elsewhere within the Euro RSCG network.

Euro sibling MPG has handled media buying and planning for Intel.

Select Resources International, Santa Monica, Calif., is handling the review.

Most Popular