Intel picks manghamgaxiola mcgarrybowen for creative duties

Intel Corporation has appointed manghamgaxiola mcgarrybowen as its creative agency of record for the Asia Pacific region. The appointment will cover South Asia, Southeast Asia and Australasia. The agency will cover duties across multiple channels including TV, out of home, press, digital and mobile channels.

This is a new appointment of agency for Intel across Asia Pacific, with no incumbent on record. Intel has previously worked with multiple agencies in Asia on a project basis. Intel had already been working with Mcgarrybowen in NYC.

Mangham Gaxiola was launched three years ago in Singapore and last year was voted one of the most desirable independent creative agency in Marketing Magazine’s poll of Singapore-based Marketing Directors. The agency became part of the New York based iconic agency mcgarrybowen in July 2015 when Dentsu Aegis Network announced it had made an investment in Mangham Gaxiola.

Stephen Mangham (pictured), partner at manghamgaxiola mcgarrybowen said: “To be able to work with an innovative and recognizable global client like Intel is not just an exciting honour for us, it is also proof that mcgarrybowen is serious about taking their business global. We are just a couple of months into this collaboration and to see our plan and strategy playing out is hugely exciting.”

“We knew that when we combined the power of the iconic mcgarrybowen brand with the strong presence of Dentsu Aegis Network in Southeast Asia, great things would happen. The extended collaboration with a pre-eminent brand like Intel with our operation here promises many good things for the future”, added Dick van Motman, chairman and CEO of Dentsu Aegis Network Southeast Asia.

Clients for mcgarrybowen, both global and domestic, include Mondelēz International, Procter & Gamble, Disney, and Marriott. mcgarrybowen was acquired by Dentsu in 2008 and is now part of the Dentsu Aegis Network.