Intel Names VMLY&R as the Brand’s Global Creative Agency of Record

The tech giant closed its in-house shop in 2018

VMLY&R has been named Intel's global creative agency of record. - Credit by Getty Images
Headshot of Minda Smiley

Following a six-month review, Intel has chosen WPP’s VMLY&R to serve as its global creative agency of record.

According to Intel, the “WPP portfolio” will support global creative and positioning across the Intel brand, products and partner marketing.

The decision comes more than a year after it shuttered Agency Inside, its in-house agency. At the time, the company said it planned to reorganize its in-house operations and focus on working more closely with external agency partners.

In 2018, Intel named Dentsu Aegis Network its global media agency of record.

“As Intel, we see a tremendous opportunity to demonstrate our technology leadership and how it enriches people’s lives. WPP demonstrates a deep passion for that vision,” Karen Walker, Intel’s chief marketing officer, said in a statement. “Their ‘digital first’ approach, creative mindset and access to globally diverse talent will help us develop impactful market moments that inspire our customers and partners. I am thrilled to have them as a member of our team.”

Walker joined Intel last year after serving as Cisco’s chief marketing officer.

“When we think about Intel and what they represent, we couldn’t be more excited to join forces with this talented and optimistic team,” Debbi Vandeven, VMLY&R global chief creative officer, said in a statement. “It’s a once in a lifetime opportunity. This endeavor is a wonderful reflection of what we, as an agency, represent as well—the ability to leverage creativity, technology and culture to connect with people.”

Mcgarrybowen was named Intel’s global creative agency in 2014, while the company tapped TBWA\Chiat\Day to serve as its global business-to-business agency in 2016. TBWA\Chiat\Day no longer works with the brand. Mcgarrybowen continues to serve as Intel’s global agency of record for social creative duties, according to people familiar with the matter.

According to Kantar, which doesn’t track spending on social media channels, Intel spent nearly $5 million on measured media between January and September of last year in the U.S. In 2018, the brand spent $69 million.


@Minda_Smiley minda.smiley@adweek.com Minda Smiley is an agencies reporter at Adweek.
Publish date: March 2, 2020 https://stage.adweek.com/agencies/intel-names-vmlyr-as-the-brands-global-creative-agency-of-record/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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