Following a three-month pitch led by the client, TBWAChiatDay was awarded creative and strategic duties in a shared effort between its Los Angeles and New York offices, working in close partnership with TBWA teams in other key client markets, including TBWALondon, TBWAHakuhodo in Japan, TBWAGreater China, TBWADüsseldorf, and Omnicom sister shop Doremus, who will operate as B2B lead generation partners on the business. TBWA, who will run the business out of Los Angeles, will be tasked with developing a platform that translates into an integrated global campaign aimed at senior business and IT decision makers around the world.
“Our company strategy is about powering the billions of smart, connected computing devices across the globe,” said Kathy Garchow, Intel Director of Business Marketing Strategy. “Our work with TBWAChiatDay will help us better connect how our technology enables our business customers to achieve their success.”
Intel is transforming from a PC-centric company to one that powers the cloud and billions of smart, connected devices. While the company powers most of the world’s PCs, the data center and Internet of Things (IoT) businesses are Intel’s primary growth engines. These growth businesses delivered $2.2 billion in revenue growth last year, and made up 40 percent of revenue and the majority of operating profit.
“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 TBWAChiatDay LA President Erin Riley. “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.”
Added TBWAChiatDay Executive Creative Director Linda Knight, “Intel is a truly iconic brand that has powered incredible stories of innovation throughout its history. 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.”