Intel Looks Beyond McCann

NEW YORK Intel is scheduled to hear pitches from agencies in two weeks on a creative assignment for its Core 2 Duo processor, sources said.

Interpublic Group’s McCann Worldgroup in New York won the global Intel account after a review in March 2005.

For the first quarter of 2006, Intel spent about $20 million in U.S. measured media; approximately $250,000 of that supported its Core processors, according to TNS Media Intelligence. (The client spent $80 million overall on domestic ads last year. Estimated global ad spending is $300 million per year.)

Sources said Intel last week approved a McCann Core 2 Duo campaign expected to break in the third quarter.

Michael McLaren, evp, director of global accounts at McCann Worldgroup, said, “The relationship is strong. We remain their agency of record and McCann Worldgroup will be developing and creating the Core 2 Duo campaign.”

McCann referred all other questions to Intel CMO Eric Kim. A message left for Kim at the company’s Santa Clara, Calif., headquarters was not immediately returned. Intel representatives likewise did not return calls.

Sources said Intel briefed undisclosed agencies on the assignment in late June.

Finalists in the account review in 2005 included Omnicom Group’s DDB and Berlin Cameron United, which pitched with sibling agency Young & Rubicam. The latter shop is not involved this time around, sources said, because it won the estimated $20 million Advanced Micro Devices account, Intel’s direct competitor, last November.

Prior to that review, Intel worked with Havas’ Euro RSCG.

This story updates an earlier item with a comment from McCann and additional details.