The result will come as a surprise to some because a WPP win was believed likely. Intel's new chief marketer Eric Kim is said to get on well with WPP chief executive Sir Martin Sorrell.
Intel was understood to be leaning towards a combined WPP Berlin Cameron/Red Cell/Y&R presentation that used the theme of "Amazing", however, McCanns won out with its "People Love Technology" pitch.
McCann is believed to have benefited from the strength of its global network in comparison with the weaker WPP Red Cell network, as well as the agency's relationship with Microsoft.
The pitch has been an exhaustive process, taking place around the world. The second stage of the pitch took place in Hong Kong last month with concurrent meetings in Intel's four other regional markets of North America, Europe, South America and Japan.
In Hong Kong, DDB pitched against McCann Erickson and a WPP combination that included Y&R, Red Cell and JWT. Media agencies involved included OMD, Universal McCann and Group M.
The account had previously been held by Euro RSCG Worldwide and the Media Planning Group, but the pair of Havas-owned agencies pulled out of the review in January when it became that the account was lost.
When Havas pulled out it said it was leaving the review, despite being given the opportunity to make a presentation along with the other finalists. It said it made the decision because it saw a change in agency by Intel as inevitable.
"It has become increasingly clear that Intel's drive towards business transformation would inevitably lead to a change in agencies. After much consideration, Euro RSCG decided its talent and resources would be better focused on our current clients and the high-profile new-business competitions we are involved in," Havas said at the time.
Euro RSCG has handled the Intel account since 1991, although the famous TV campaign that features the recognisable Intel chime and the tagline "Intel inside" was created by Dahlin Smith & White in Salt Lake City, which Havas acquired.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
