The balance of power among creative agencies working for Intel has shifted again, this time in favor of Venables Bell & Partners.
Last year, Venables Bell lost its lead status on Intel’s core “Sponsors of tomorrow” campaign to Tribal DDB and DDB, although Venables Bell continued to work for Intel, on product-specific ads. Now, Venables Bell has landed Intel’s biggest assignment this year: a global campaign touting the processors it creates for ultrabook laptops.
The nod came after a pitch between Venables Bell and Tribal DDB and DDB. The resulting campaign, which will include TV, print, digital and outdoor ads, is expected to break in April and run through the fourth quarter of 2012.
Media spending behind the effort could not be ascertained. At last month’s Consumer Electronics Show, however, Intel marketing chief Kevin Sellers described the ultrabook campaign as the company’s largest since 2003.
An Intel representative acknowledged that Venables Bell would lead the effort, adding that competition among roster shops for key assignments was typical for the company. “Whoever has the best ideas that resonate well with the company gets the gig,” the rep added.
In the U.S., Intel spent more than $50 million in 2010 and $40 million in the first 10 months of 2011, according to Nielsen. Those figures don’t include online outlays.
Despite failing to claim the ultrabook assignment, Tribal and sister shop DDB remain Intel agencies, with responsibility for master brand advertising. “Tribal is a key, strategic agency partner and is working with us on other projects this year,” the rep said.
Clearly, however, the ultrabook push is the focus of 2012.
Intel’s other roster shops include Razorfish (website development, some social media marketing), MiresBall (design) and OMD (media planning and buying). No shifts have occurred in those assignments recently.