Intel shake-up hands global control to WPP

Intel, the world’s biggest silicon chip manufacturer, has pooled its global PR resources into WPP.

Hill & Knowlton, Burson-Marsteller and Ogilvy PR Worldwide have won contracts after a 'seven-figure' review that leaves four agencies across Europe – Weber Shandwick, Fleishman-Hillard, Catalysis Communications and the Red Consultancy – in the cold.

Intel has appointed B-M as its global lead agency, while the European part of Intel's global brief will be divided between B-M and H&K later this year. Ogilvy, meanwhile, takes the Asian brief.

While H&K takes on the lion's share of Intel's European PR contract, it is understood negotiations on some of the smaller, central and eastern European markets are to continue with Budapest-based B-M affiliate Mmd.

No-one at Intel Europe was available to comment.

Weber Shandwick has hitherto handled Intel's analyst relations, corporate PR and consumer work in the EMEA region. F-H looks after PR for Intel's Communications Group. Red handles UK consumer PR, while Catalysis handles UK trade and technical as well as EMEA enterprise PR.

Intel began the global review last September, in a bid to reduce the number of firms it retained. The company has also tweaked its logo and replaced its well-known 'Intel Inside' slogan with 'Leap Ahead'. Intel is trying to align its PR with a business strategy focusing on how Intel 'enhances clients' lifestyles'.

Interbrand values Intel as the world's fifth-biggest brand at £21bn.
The shift in PR focus has been attributed to the arrival in 2004 from Samsung of Intel's chief marketing officer Eric Kim. He is credited with  establishing Samsung as a desirable brand, having lead the firm's marketing since 1999.

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