Intel has selected Dentsu Aegis Network as its global media agency of record after a formal review, the companies confirmed today.
The tech giant reported total advertising costs of $1.4 billion in 2017.
The award consolidates all of Intel’s media, including digital, social, programmatic, search, offline media, and analytics with DAN.
To service the account, Dentsu Aegis has created 'Team Intel,' which comprises talent from across its agency brands, including Carat, Merkle and Amnet. iProspect and Cardinal Path continue as incumbent Intel agencies for search and digital marketing, respectively. OMD had previously been an incumbent on the business.
Dentsu Aegis said Team Intel will work closely with sibling creative agency mcgarrybowen and Intel’s other roster creative shops.
Becky Brown, vice president/global marketing and communications stated, “Intel’s technology is at the core of the data revolution changing virtually every industry and sector. We’ve worked hard to enhance our legacy of global brand building with a world class marketing technology system that delivers relevant content throughout our customers’ journey. We needed a global partner that excelled at combining data, technology and creativity to drive business results.”
Nick Brien, Dentsu Aegis Network Americas CEO, added: “We look forward to leveraging Intel’s technology on their behalf to tell stories and to create experiences that drive sales in today’s omnichannel world.”
The holding company-level review took place over six months and was led by Joanne Davis Consulting. The scope of the relationship will include hundreds of campaigns across more than 20 countries. Dentsu Aegis Network’s Team Intel will be located at regional hubs in Los Angeles, London, Singapore and Beijing.
The selection comes on the heels of DAN’s LVMH win in August, with the estimated $400 million piece of business shifting from Havas.