Intel Appoints TBWA\Chiat\Day as Its Global B2B Agency of Record

By Erik Oster 

Intel Corporation appointed TBWA\Chiat\Day as its global B2B agency of record following a three month review led by the client.

“Our company strategy is about powering the billions of smart, connected computing devices across the globe,” Intel director of business marketing strategy Kathy Garchow said in a statement. “Our work with TBWA\Chiat\Day will help us better connect how our technology enables our business customers to achieve their success.”

The account will be run out of TBWA\Chiat\Day’s Los Angeles office, in collaboration with TBWA\Chiat\Day New York, while working in conjunction with TBWA teams in other markets, including TBWA\London, TBWA\Hakuhodo, TBWA\Greater China, TBWA\Düsseldorf, and Omnicom sister shop Doremus. TBWA\Chiat\Day will be tasked with developing an integrated global campaign targeting senior business and IT leaders. It is unclear when the agency’s first work is expected for the client. 

For TBWA\Chiat\Day, the win follows its New York office scoring lead creative duties for Pespi’s Izze brand as the larger organization continues to rebound from losing AOR duties on Miller Lite this April

“We are thrilled to partner with Intel, a brand whose value, influence, and pioneering technologies continue to push the boundaries of what’s possible,” said TBWA\Chiat\Day L.A. President Erin Riley, who succeeded 14-year TBWA vet Luis DeAnda in the position this May. “We look forward to working alongside our TBWA teams around the world to build an integrated brand platform that taps into culture and resonates with modern business customers.”

“Intel is a truly iconic brand that has powered incredible stories of innovation throughout its history,” added TBWA\Chiat\Day L.A. executive creative director Linda Knight, who joined the agency last November. “We’re excited to create the kind of disruptive work that lives up to this spirit of breakthrough and possibility, and to bring a fresh approach to B2B communications.”

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