• by Steve McClellan  @mp_mcclellan, August 26, 2016

Omnicom Group’sTBWA\Chiat\Day has been named Global B2B Agency of Record for tech giant Intel Corp. The assignment followed a three-month pitch. MRM/McCann, part of Interpublic Group, was the incumbent. 

The company spends close to $100 million annually marketing to its B2B audience. 

TBWA\C\D is tasked with developing an integrated global campaign platform aimed at senior business and IT decision makers around the world. 

The scope of work includes creative and strategic duties in a shared effort between its Los Angeles and New York offices. Those offices will work with TBWA teams in other key client markets, including London, Japan, Greater China and Dusseldorf. 

The business will be led out of the agency’s Los Angeles office. Sibling agency Doremus will take point on lead generation activity on the account. 

“Our company strategy is about powering the billions of smart, connected computing devices across the globe,” stated 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.” 

Intel is transforming from a PC-centric company to one that powers the cloud and a multitude of smart, connected devices. While the company powers most of the world’s PCs, its data center and Internet of Things (IoT) businesses are the company’s primary growth engines. These growth businesses delivered $2.2 billion in revenue growth last year, and made up 40% of revenue and the majority of operating profit.

TBWA\Chiat\Day LA President Erin Riley stated: “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.”