SANTA CLARA, CA: Intel has selected WPP to manage its PR around with the world, with Burson-Marsteller coordinating as lead agency in the global network.Intel will work with Burson in the Americas, Hill & Knowlton in Europe, and Ogilvy PR in Asia, said Claudine Mangano, PR manager for Intel global communications.
Intel made its decision late on Friday, February 10, so details are still being negotiated, said Mangano.
As Intel works with several agencies around the world who are currently engaged in PR initiatives, the WPP network will move in over the course of the year. Mangano said Intel will continue to work with other firms as needed, but WPP will be its global agency network.
"This network will compliment our own efforts toward integrated messaging, and will provide an external perspective," said Mangano. "The combination of these three agencies provided the best strategic and global solution." Search firm Select Resources International managed the search, led by senior partner Dan Orsborn.