Intel Corp., which is transforming from a PC-centric company to one that powers cloud-based computing and connected devices, has named TBWA/Chiat/Day global b-to-b agency of record, following a three-month review.
The incumbent on the account was MRM/McCann. McGarry Bowen will remain as Intel's agency on the consumer side.
Intel spent an estimated $88.7 million on b-to-b ads last year, according to an Ad Age Data Center analysis of measured media spending data from Kantar Media, and it ranked No. 8 on this year's BtoB 100, a listing of the top 100 b-to-b advertisers by ad spending.
"Our company strategy is about powering the billions of smart, connected computing devices across the globe," said Kathy Garchow, director of business marketing strategy for Intel, in a statement announcing the selection. "Our work with TBWA/Chiat/Day will help us better connect how our technology enables our business customers to achieve their success."
TBWA will handle creative and strategic duties for Intel, and will be charged with developing a global integrated campaign to reach senior business and IT decision-makers. The assignment will be run out of TBWA's Los Angeles office and duties will be shared with the agency's New York office, in partnership with TBWA offices in key client markets, including London, Japan and China. Doremus, the b-to-b shop of Omnicom, will serve as b-to-b lead generation partner.
While Intel is best-known for providing chip technology to power PCs, the company is seeing increasing growth in its data center and Internet of Things businesses. These businesses delivered $2.2 billion in revenue growth for Intel last year and made up 40% of the company's total revenue.
"Intel is changing the way we all live and experience the world in so many ways, through drone technology, merged reality, driverless cars and more. It's a privilege to work with them as they push the boundaries of what's possible," said Erin Riley, president of TBWA/Chiat/Day Los Angeles, in an email interview.
"Intel has asked us to develop a global b-to-b campaign that will expand their reach to a broader group of business decision makers, going beyond the audiences to whom they have traditionally marketed to disrupt category conventions," she said.
"The campaign will be integrated across all audience touchpoints, from TV and print to lead generation, and will be activated in key markets around the world, including the U.S."