Texas Instruments Finds Tech Support

DALLAS Texas Instruments has awarded its creative account to JWT Technology in Atlanta after a review, the company said. The account is valued at less than $10 million, according to estimates, though sources said that figure could rise.

JWT was chosen because of its expertise in semiconductors, one of the chief criteria in the client’s request for proposals. TI was also looking for a company that could offer global reach in the engineering world. JWT is part of the WPP Group, which is based in London.

The incumbent contender, Interpublic Group’s TM Advertising of Irving, Texas, held the account for more than 20 years and recently produced one of the client’s first consumer TV spots in more than a decade. That spot touted the benefits of TI’s Digital Light Processing technology for big-screen televisions.

Other finalists were independent Fogarty Klein Monroe of Houston and Tocquigny, an independent in Austin, Texas.