Intel Taps Razorfish, MRM to Share B-to-B Portion of Creative Account

Tech Titan Shifts Biz to Digital Shops From Indie Venables Bell

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NEW YORK (AdAge.com) -- Intel has picked two digital shops to share the business-to-business portion of its creative account: Publicis Groupe's Razorfish, San Francisco, for creative and customer-relationship management, and Interpublic Group of Cos.' MRM Worldwide for strategy and messaging.

The move shifts the tech giant's business-to-business duties to agencies with digital heritage from independent Venables Bell & Partners, San Francisco. When the review was announced, Intel spokesman David Dickstein said that, while the digital agencies will take the lead, they may tap into other agencies in their networks.

"Work from the multiyear campaign development and implementation will commence in 2011," Mr. Dickstein said. "Intel uses an 'Agency Open Source Model,' which allows the company to be flexible and engage with agencies that can provide high levels of creativity, niche expertise and unique capabilities rather than use one agency network for all campaign and project work."

In October, Intel invited Razorfish, MRM, Omnicom Group digital shop Tribal DDB and the incumbent Venables to pitch for business-to-business duties. Venables declined to participate, but retained the consumer piece of the account, which was not under review. Omnicom's OMD, Intel's media agency, was also unaffected.

Intel spent $57 million on measured media in the U.S. last year, according to Kantar Media. In January, the company made a surprise return to the Super Bowl after more than a decade. It is not yet clear if Intel will be a part of the big game.

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