NEWS: Intel hunts for agency to develop its pan-Euro PR

Intel, the computer chip manufacturer, is hunting for a new agency to devise PR programmes on a pan-European basis.

Intel, the computer chip manufacturer, is hunting for a new agency to

devise PR programmes on a pan-European basis.



The company, best known for its Pentium and Pentium Pro processors, saw

pitches from two Brussels-based agencies and one UK firm at its European

headquarters in Munich last month. It has yet to make an appointment.



The precise brief is unclear, although it is understood that Intel

intends to use the selected agency on a project-by-project basis to

formulate pan-European campaigns directed at consumers and businesses.

The outline programmes would then be tailored and implemented locally by

agencies and in-house teams across the 18 countries where Intel has a

presence. Initial projects could be worth around pounds 50,000 each in

fees.



Corporate PR programmes manager Damien Callaghan declined to give

specific details of the brief, but insisted that there would be no

retainer. ‘We are looking for support from an agency with a good feel

for the European market,’ he said.



Intel already uses an array of PR agencies across Europe. In the UK

these include DPA and The Practice. Paragon also devises pan-European

programmes on a corporate level.



Intel, which recently overhauled its pricing strategy for Pentium

processors, is currently testing a range of new technologies associated

with the Internet, including streaming - which involves playing a video

as it downloads from a Web site.



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