AMD gives £35m global account to McCann-Erickson

March 14, 2002

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AMD gives £35m global account to McCann-Erickson

Microchip manufacturer Advanced Micro Devices (AMD) has awarded its $50m (£35m) global advertising account to McCann-Erickson and media business to Universal McCann. The brief is to overhaul the brand and take on market leader Intel.

It is the company's first appointment of a single agency to working across all markets. It previously used Publicis for UK advertising.

AMD aims to boost its profile as part of a strategy to shed its image as a cheaper alternative to Intel and promote its new chips, codenamed, 'Hammer' and 'PowerNow!' as technologically advanced products in their own right.

A global advertising assault will target IT professionals and PC manufacturers to persuade them to carry its chips in their machines. It will also target consumers directly, in an attempt to erode the prime positioning enjoyed by Intel's Pentium brand.

The advertising will also promote AMD's Athlon line of processors.

McCann-Erickson picked up the business in a pitch against Leo Burnett and Young & Rubicam.

Topics

Marketing