TBWA\Chiat\Day has been named global B2B agency of record for Intel Corporation, the multinational technology company and largest global computer chip maker.
TBWA, who will run the business out of Los Angeles, will be tasked with developing an integrated global campaign aimed at senior business and IT decision makers around the world. The international agency was awarded creative and strategic duties for Intel Corporation, in what will be a shared effort between its Los Angeles and New York offices, working in close partnership with TBWA teams in other key client markets around the world.
Additionally, Doremus, whose headquarters are in NYC, will become the B2B lead generation partners on the business.
"Our company strategy is about powering the billions of smart, connected computing devices across the globe," said Kathy Garchow, Intel Director of business marketing strategy. "Our work with TBWA\Chiat\Day will help us better connect how our technology enables our business customers to achieve their success."
The incumbent on the account was MRM/McCann. McGarryBowen will remain as Intel's agency on the consumer side. The announcement comes following a three-month pitch led by the client.
Intel is transforming from a PC-centric company to one that powers the cloud and billions of smart, connected devices. While the company powers most of the world's PCs, the data center and Internet of Things (IoT) businesses are Intel's primary growth engines.
These growth businesses delivered $2.2 billion in revenue growth last year, and made up 40 percent of revenue and the majority of operating profit. Intel spent an estimated $88.7 million on B2B ads last year and it ranked No. 8 on this year's BtoB 100, a listing of the top 100 B2B advertisers by ad spending.
"We are thrilled to partner with Intel, a brand whose value, influence, and pioneering technologies continue to push the boundaries of what's possible," said TBWA\Chiat\Day LA president Erin Riley. "We look forward to working alongside our TBWA teams around the world to build an integrated brand platform that taps into culture and resonates with modern business customers."
"Intel is a truly iconic brand that has powered incredible stories of innovation throughout its history. We're excited to create the kind of disruptive work that lives up to this spirit of breakthrough and possibility, and to bring a fresh approach to B2B communications," added TBWA\Chiat\Day executive creative director Linda Knight.