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McCann Crafts $18-19 Mil. B-to-B Effort for States, Continent
DALLAS–Texas Instruments has launched its first business-to-business television campaign over the weekend aimed at customers in the U.S. and Europe.
Spending on the campaign is estimated at $18-19 million, approximately doubling the semiconductor supplier’s previous annual advertising budget.
Texas Instruments has become “a lot more focused” over the last few years in the areas of digital signal processors (DSP) and analog processors, said the chip maker’s vice president and manager of worldwide communications, Jean Wilkinson.
“This campaign is another step in that focus as we communicate our leadership,” Wilkinson said.
The Dallas-based company has a 47 percent worldwide market share in DSP chips, which are used in various electronic devices including digital cell phones, modems and computer disk drives.
McCann-Erickson Southwest developed two 30-second television commercials for its client.
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