Intel Taps McGarryBowen After Review

Incumbent Venables Bell & Partners Worked With Marketer for Six Years

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Intel: Look Inside: Mick Ebeling
Intel: Look Inside: Mick Ebeling

Intel has tapped McGarryBowen as its global creative agency after a review.

The tech company launched a review this summer, after it named Steven Fund its new chief marketing officer in May. Prior to his appointment at Intel, he was senior VP-marketing at Staples. Mr. Fund and execs at McGarryBowen know one another, given Staples is one of McGarryBowen's clients.

The review was handled internally by Intel, and the marketer reached out to a small number of agencies, according to people familiar with the matter. Venables Bell & Partners has been handling the creative, and the shop participated in the review. Venables declined to comment.

Mr. Fund announced the news on Twitter late Wednesday night.

It wasn't immeidately clear whether Venables Bell & Partners would stay on in any capacity, though executives throughout the review expected that all creative was part of the review. When the review was in progress, an Intel spokesman said the company regularly reviews agency partners but did not comment beyond that.

Venables was named lead global agency back in 2009. The marketer switched its agency approach after that, moving to a jumpball setup. DDB handled some big campaigns during that time, though the shop does not currently work with Intel. Last summer, Venables became lead agency again, starting with the launch of Intel's "Look Inside" campaign, which took home five Cannes Lions this year.

Venables created a few films for Intel's global "Look Inside" campaign, including ones that featured blind mountaineer Erik Weihenmayer, 16-year-old medical pioneer Jack Andraka and more recently, Mick Ebeling, founder of The Ebeling Group and Not Impossible Labs.

It's not yet clear whether McGarryBowen will continue with "Look Inside" or create a new campaign.

Intel spent $85 million on measured media in 2013, according to Kantar Media, up nearly 60% from a year earlier. In the first half of 2014, the company has spent about $44 million on U.S. measured media.

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