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Intel hands all media duties to Dentsu Aegis Network

Intel has appointed Dentsu Aegis Network as its global media agency, following a review. The network will serve Intel through a dedicated unit called “Team Intel”, which comprise of agencies such as Carat, Merkle and Amnet, according to Adweek.

Dentsu Aegis Network will be handling all of Intel’s media including digital, social, programmatic, search, offline and analytics. Team Intel will be working closely with Intel’s creative partner, manghamgaxiola mcgarrybowen, appointed three years ago. In addition, incumbent shops iProspect and Cardinal Path handle some search and digital, respectively, will remain on Intel’s agency roster, the article added.

Dentsu looks to work with Intel on campaigns spanned across 20 countries. It was also said in the article that Team Intel will be operating out of Dentsu’s Singapore, Los Angeles, London and Beijing offices. However, this sees the end of a 11-year relationship with Omnicom Group’s OMD. OMD was first appointed for Intel back in 2008.

Marketing has reached out to Intel, Dentsu Aegis Network and OMD for comment.

Along with the news of its new client win, it has also acquired B2B International, a specialist market research company, and folded it to become a part of gyro. This acquisition was spearheaded by gyro UK and the benefits of the deal will be leveraged internationally across its global network. B2B International, will remain headquartered in the UK, with offices in London and Manchester, and operate under the brand, B2B International – a gyro company.

The addition of B2B International looks to further enhance gyro’s offering to create “humanly-relevant” ideas for its global roster of clients, which includes HP, Vodafone, Danone, eBay and Google. The agency currently headquartered in New York has 17 offices worldwide. Meanwhile, headquartered in the UK with offices across Europe, US and Asia Pacific, B2B International’s clients include Shell, Stanley Black & Decker, BASF and E.ON, to name a few.

“We’re really excited to have B2B International on board. With B2B International’s depth of experience coupled with our highly complementary services, we’re well placed to take on the markets in APAC. Our priority is to always deliver greater value to our clients, and joining forces with B2B International’s market research offerings further underpins the work we create that drive feelings and are humanly-relevant,” Kieran Vye, managing director, gyro Asia Pacific said.

“The rapid speed at which the marketing landscape is changing demands world-leading insight-led creative communications capable of helping B2B clients win in every industry sector. We believe that our combined businesses can achieve just that and deliver a broader B2B offering, driven by insights and intelligence,” Stephanie Teow, head of Asia Pacific, B2B International said.


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