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Online Exclusive: Account Action


Goes From TM Advertising to J. Walter Thompson Technology

By Published on .

SAN FRANCISCO (AdAge.com) -- Texas Instruments has moved its semiconductor advertising account from Interpublic Group of Cos.' TM Advertising in Dallas, to WPP Group's J. Walter Thompson Technology in Atlanta according to the company.
Texas Instruments is moving to J. Walter Thompson Technology, a new unit of JWT.
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'Beyond advertising'
The Atlanta shop will handle strategic development, creative, and media planning and buying for the semiconductor maker's business-to-business marketing efforts, said Sharon Hampton, media relations manager at the Dallas-based computer chip giant. Billings were undisclosed and would vary widely from project to project, Ms. Hampton said.

"We are looking holistically at communication," she said. The agency's challenge, she said, was to find "opportunities beyond advertising."

In documents filed with the Securities and Exchange Commission, Texas Instruments reported worldwide ad expenses including call center and other non-media expenses of $79 million in 2003, up from $76 million in 2002 and $74 million in 2001. Estimated 2003 global media spending was in the range of $30 million, mainly in the U.S. and focused in tech publications. Consumer spending was minimal, under a half million dollars in 2003 and nothing for the first seven months of this year, according to TNS Media Intelligence.

New JWT operation
The win is one of the first major accounts for the newly expanded technology brand-marketing practice of J. Walter Thompson Technology. The shop is a combination of the former agency known as DWP/Bates Technology in Atlanta and JWT Technology Communications Group in San Jose, Calif. The combined shop, with 75 employees, has billings of $120 million, the agency said.

The win also places a large percentage of the nation's major chip makers in WPP shops. Samsung Electronics Co. also is a client of J. Walter Thompson Technology. At the same time, WPP's Ogilvy & Mather handles IBM. And the holding company is one of three competing for Intel's $300 million advertising account.

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