OMD beat out the incumbent, Interpublic Group of Cos.' Universal McCann, and Publicis Groupe's Starcom. The account will be handled out of OMD's Chicago office.
Review started in December
"Each of the finalists impressed us, but OMD gave us a stronger sense of possessing world-class media-industry leadership and state-of-the-art business intelligence and analytics," Nancy Bhagat, Intel's VP-Sales and Marketing Group and director-integrated marketing, said in a statement.
The Santa Clara, Calif.-based computer-chip maker started the review in December. Other early contenders for the business were WPP Group's Mediaedge:cia and Publicis' Zenith Optimedia. The review was handled by Ark Advisors.
Boost for network
For OMD, the win comes days after news broke that Alan Cohen, a senior executive at Interpublic's media shop Initiative, was to take over as OMD's U.S. CEO. The Intel win is a boost for Omnicom's largest media-agency network, whose growth rate was down 16% from 2006 to January 2008, according to estimates from media-agency researcher Recma.
Universal McCann won the Intel business in March 2005 in a holding-company consolidation. Sibling McCann Erickson still handles creative on the account and there are no plans to review that assignment, a spokesman for Intel said. The loss is a blow for Universal McCann, which has faced a new-business drought in recent months.
A spokeswoman for Universal McCann could not immediately be reached for comment.