SANTA CLARA, CA: Intel is culminating a year of marketing and PR changes with a massive revamping of its brand and identity.
The campaign will include a raft of new duties this quarter for PR agencies new to the account, the names of which Intel will reveal this month.
The company, which has tweaked its logo, is eschewing the well-known "Intel Inside" mantra for "Leap ahead." It hopes to align PR with a new business strategy focusing on how Intel enhances consumers' lifestyle, said communications manager Bill Calder.
Intel introduced the new direction with its wireless platform Centrino and will continue with its digital entertainment platform, Viiv.
"We're still going to talk about our long history of innovation and technology that changes the way people live and work," said Calder. "But now it's more about the experience and what the technology does for you. It's not just about the technology itself. And PR plays a critical role in talking about that."
In September, the company kicked off a global PR consolidation, although Intel has not said how many agencies it will ultimately work with. Intel is expected to award the account by the end of this month.
Many industry analysts have pointed to the arrival of Eric Kim, SVP and CMO, in November 2004 as the beginning of Intel's makeover. Kim is largely credited with helping turn Samsung into a global consumer electronics brand.
In March, Intel awarded its global $300 million advertising account to IPG.
And in May, Pam Pollace stepped down as VP and director of corporate communications. She has since joined Edelman as head of its global technology practice.