SUNNYVALE, CA: Advanced Micro Devices (AMD) hired Edelman as its US AOR, following a competitive review that began earlier this year. Sources close to the review confirmed an annual budget of $5 to $8 million dollars.
Drew Prairie, director of corporate communications at AMD, told PRWeek via e-mail that the appointment does not indicate an increased investment in PR.
The final round of the pitch process included Edelman, Weber Shandwick, and a combined Next Fifteen entity involving Text 100 and M Booth, according to sources. Incumbent Bite Communications, also a Next Fifteen agency, was not part of the review.
Though the scope includes consumer, corporate, and internal communications, as well as social media, sources have said that AMD invited agencies that had more corporate experience to account for corporate and external changes impacting the company.
"AMD has transformed its business over the past few years," said Prairie.
"We're now a fabless company and we just launched...the Fusion family of Accelerated Processing Units (APUs), combining discrete graphics integrated on chip with CPUs," he explained. "It's a time of transition for the company, and that's often time to review our capabilities to ensure we are world-class on all fronts."
The timing of the review coincides with the recent departure of CEO Dirk Meyers, as well as an increased focus and competition in the tablet PC and consumer devices category.
Of the selection, Prairie said, "Moving forward, we believe the team at Edelman has the right combination of talent and culture for AMD."
The company chose Bite for product PR and Ketchum for corporate PR in 2008. However, as part of a global consolidation across all marketing and communications agencies, it ended its relationship with Ketchum and consolidated the work with Bite after six months.
"Bite has been a long-term strategic partner," he added. "The Bite team has been a key component of many of our successful communications campaigns in recent years and we are very proud of the work we have done together."
Bite did not immediately return a call for comment.