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$30 Million Effort Is From McCann-Erickson

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SAN FRANCISCO (AdAge.com) -- Semiconductor maker Advanced Micro Devices today launches its largest global branding campaign to date, tagged "AMD me."

The estimated $30 million push from Interpublic Group of Cos.' McCann-Erickson Worldwide, San Francisco, includes print and online effort in the U.S. and an international print and Internet campaign.

Business magazines

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Global Business Valued at $30 Million
include Business Week, Business 2.0, Fast Company and Inc. as well as technology books such as CIO magazine. Online buys will include Cnet, MSN, Discovery.com, CBSmarketwatch.com and Redherring.com.

Overseas markets
The campaign is also slated to run in Europe, Asia Pacific, the Middle East and Africa starting Sept. 23 through the end of 2003.

"We see this as the birth of a long-term program," said Michael McLaren, McCann-Erickson's executive vice president and director of client services. He said AMD expects the campaign, generating 285 million impressions worldwide, to drive demand for the company's 64-bit product line.

Mr. McLaren said AMD, based in Sunnyvale, Calif., is looking to reach an audience beyond IT specialists. "More parties are involved in technology decisions," he said.

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