Intel Awards Global Creative Account to Venables Bell

Brand Likely to Spend Up to $150 Million to Improve Its Image

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NEW YORK ( -- Independent Venables Bell & Partners, San Francisco, has landed global creative duties for Intel Corp. and will work with the marketer on what could be a $150 million "master brand assignment" in 2009, according to The New York Times.

Venables replaces Interpublic Group of Cos.' McCann Erickson Worldwide. It joins a roster of other agencies that work with Intel, including Omnicom Group's OMD, which won media-planning and -buying duties from Interpublic's Universal McCann last year, and Doremus; Microsoft's Razorfish; and Interpublic's MRM.

The Intel win is a boost for Venables, which was founded in 2001 and has steadily grown its business in the past few years. It picked up Coca-Cola Co.'s Nestea in 2008 and ConAgra's Slim Jim and Orville Redenbacher brands in 2007. Venables also is agency of record for Barclays Bank and Audi of America, for which it has placed a 60-second spot in the upcoming Super Bowl.

Intel spent a little more than $50 million on U.S. media advertising in the first nine months of 2008 and $95 million in 2007, according to TNS Media Intelligence. The marketer has yet to finalize its 2009 budget but could spend between $50 million and $150 million on "master brand ads" to boost Intel's overall image rather than plug specific products, according the Times.

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