Hill, Holliday Weighs AMD Options

Hill, Holliday, Connors, Cosmopulos does not anticipate layoffs should it fail to retain its portion of Advanced Mirco Devices, according to agency representative Eric Fehrnstrom.

It was unclear at press time if Hill, Holliday, Boston, which is AMD’s U.S. agency, or Publicis, London, its European shop, will participate in the newly launched review to consolidate AMD’s $25-30 million global account.

“The challenge for Hill, Holliday would be their [lack of] global capability,” said Catherine Bension, a consultant with Select Resources International, West Hollywood, Calif., which is overseeing the review for AMD. “This is not the same account they’ve had.” Teaming with an Interpublic Group sibling shop that has a greater global reach might be an option for Hill, Holliday, Bension said.

Fehrnstrom said Hill, Holliday has not decided if it will participate alone or with a partner. Publicis officials could not be reached; executives with AMD did not return calls.

The client is seeking a large global player to help it better compete against rivals such as Intel, sources said.

The semiconductor company, based in Sunnyvale, Calif., has cut its domestic advertising spending of late, from $12 million last year to less than $5 million through August 2001, according to CMR. The account has become less of a priority for Hill, Holliday, and staffing cuts are un likely if the account should depart, Fehrnstrom said.