AMD seeks to streamline PR function

SUNNYVALE, CA: Advanced Micro Devices (AMD) is reviewing firms for a multimillion-dollar task for its product communications and corporate PR functions.

SUNNYVALE, CA: Advanced Micro Devices (AMD) is reviewing firms for a multimillion-dollar task for its product communications and corporate PR functions.

Brenda Rarick, PR manager at AMD, said its current agencies - Bite Communications, Waggener Edstrom, and High Road Communications - are pitching.

"We're really excited to have them involved," she said. "They've responded very well and have been very professional."

Other contenders are Porter Novelli and Ketchum. Fleishman-Hillard has partnered with its subsidiary High Road for the bid.

AMD intends to consolidate PR to one agency that will work with its in-house team. A decision is expected next month, Rarick added.

The agency review, AMD's first in about five years, was prompted by its merger with graphics giant ATI last year, and the company's recent efforts to gain market share.

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