Intel has selected VMLY&R to handle global creative duties following a six-month internal review. The agency is responsible for global creative and positioning across the Intel brand, products and partner marketing. Intel's spokesperson confirmed to Marketing that the appointment will cover Asia and that it is shifting to a sharper focus on its key enterprise and partner ecosystem audiences, many of whom are in Asia. She added that this is in line with its business transformation.
Karen Walker, Intel's CMO, said Intel sees "a tremendous opportunity" to demonstrate its technology leadership and how it enriches people's lives.
"WPP demonstrates a deep passion for that vision. Its 'digital first' approach, creative mindset and access to globally diverse talent will help us develop impactful market moments that inspire our customer and partners. I am thrilled to have them as a member of our team," she said.
Debbi Vandeven, VMLY&R's global chief creative officer said the team at Intel is "talented and optimistic" and the endeavour is a wonderful reflection of what it is as an agency. It also represents the ability to leverage creativity, technology and culture to connect with people," Vandeven explained.
Meanwhile, CEO of WPP, Mark Read said Intel is a brand synonymous with innovation worldwide. "The fusion of VMLY&R’s creativity and technology expertise with WPP’s talent-focused, on-brand design and global production is very powerful. It’s great to see how well global clients are responding to our integrated offer," he said.
Last year, the technology company hired Walker as CMO to oversee its global marketing group. She is also responsible for building and strengthening Intel’s brand, supporting growth strategies, cultivating opportunities in new and existing markets, and increasing demand for Intel’s products and solutions globally. She was previously the CMO at Cisco.
Separately, VMLY&R was also recently appointed by lifestyle apparel company Lee as its lead creative agency to strengthen its brand positioning by building on its image as a denim icon