• Adweek, Tuesday, January 3, 2006 12:07 PM

Intel is tinkering with the tagline and logo that helped establish it as a powerhouse brand in the high-tech industry 15 years ago. In new efforts to promote its Centrino processors used in notebook computers, the marketer will replace its "Intel Inside" slogan with a new one: "Leap Ahead." Intel will also alter its iconic logo, elevating the dropped "e" that has graced its nameplate since the company's founding 37 years ago. "This evolution will allow Intel to be better recognized for our contributions, establish a stronger emotional connection with our audiences and strengthen our overall position in the marketplace," said Eric Kim, Intel senior vice president and general manager of sales and marketing. Interpublic Group's McCann WorldGroup, led by McCann Erickson and Universal McCann, serve as Intel's lead creative and media agencies, having added the estimated $300 million global business following a review earlier this year.

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