Intel has expanded its roster to Leo Burnett's Arc Worldwide, which has won global digital shopper and retail marketing duties for Intel after a review, according to people familiar with the matter.
Omnicom's Organic in San Francisco has previously worked with Intel on both portions of the marketer's account. Organic declined to comment, but it's understood that although the shop is losing business to Leo Burnett, it's not off the roster; it will continue to support the company across a range of digital initiatives, including retail.
Intel works with a broad range of independent and holding-company owned shops, but it's the first time that Leo Burnett's made it onto the roster. A big focus of Arc's work going forward will be handling global shopper marketing campaigns for Intel Core processors. It will also help market laptops, tablets, smartphones and Ultrabooks. The scope of the work is believed to include merchandising, point-of-sale, web content and mobile marketing.
Intel did not respond to requests for comment, while representatives for Leo Burnett declined to comment.
It's understood that the agency has been chasing business in shopper marketing specifically. Shopper marketing is a "'key growth pillar'" executives said, -- as outlined by Tom Bernardin -- for Leo Burnett Worldwide in 2013. Said North American President Rich Stoddart in a memo to employees: "As evidenced by the length of the pitch, the client looked at many agencies and spent a lot of time to find the right partner. The work we showed them stood out for its best-in-class approach to creativity at retail and uncanny ability to understand today's shopper."
The Intel win comes after Leo Burnett lost Procter & Gamble's Tampax account to sibling agency Publicis in March, although Leo Burnett was kept on the brand for digital marketing. A month prior, Burnett picked up the creative account for Pfizer's Nexium, and late last year the agency expanded its duties with General Motors through its win for creative on Chevrolet's Silverado model.
Intel significantly dropped its measured media spending last year, according to Kantar Media, to $53.8 million, down 28.2% from $75 million in 2011.
Contributing: Alexandra Bruell