SANTA CLARA, CA: Semiconductor giant Intel is about to launch a global agency search that will consolidate the number of firms that work with the company.
Intel declined to discuss which agencies -- and how many -- they work with now, and how many they ultimately want. But the company is moving to an agency model that includes fewer firms, said Linda Bonniksen, consumer press relations manager.
The new agency model could reflect what Intel did with its advertising, when it awarded its global $300 million advertising account to IPG in March.
Bonniksen also declined to discuss whether the incumbents will be participating, how many agencies will be included in the search, and what kind of agencies Intel is looking at.
She did say, however, that Intel would complete the search by the end of the year and transition to the new agency model in early 2006.
Search firm Select Resources International is managing the search.
The impetus for the search comes from Intel's evolving brand, and changes in how the company presents itself to the market, explained Bonniksen.
These changes have led the company to reassess its communications needs, she added.
"We want to provide platforms, not just microprocessors," said Bonniksen, pointing to Intel's successful wireless Centrino technology, and its just-announced VIIV technology, aimed at the "digital home."