Intel Shifts Senior Execs

NEW YORK Intel has shuffled its senior team, moving Eric Kim, the executive behind the “Entertainment in your lap” campaign, out of his position co-managing the sales and marketing group, the company said.

He has been named general manager of the smaller digital home group, which focuses on emerging technologies in areas such as home entertainment.

Sean Maloney was named evp of sales and marketing, reporting to Intel chief executive Paul Otellini. Maloney had been co-manager of the mobility group, where he oversaw marketing products that allow laptops to connect to the Internet.

In addition, Intel promoted Donald MacDonald to vp, marketing and brands, reporting to Maloney.

In a statement, the Santa Clara, Calif., company described the moves an attempt to “achieve faster and better decision making.”

The changes come after a busy few months at Intel. In January, under Kim’s direction, it launched a broad rebranding effort that included a redesign of its logo and phasing out its well-known Pentium processor brand.

Upcoming weeks may also prove eventful, as Intel is scheduled to hear pitches from agencies this month on a creative assignment for its Core 2 Duo processor, sources said [Adweek Online, July 13.]

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

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.)

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

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