McCann picks up Intel rival’s £20m global brief

AMD (Advanced Micro Devices) has appointed McCann-Erickson as its global ad agency. The European business, believed to be worth about &£20m, will be handled by McCann London, while McCann-Erickson in San Francisco has global control of the account.

The announcement follows a pitch against Young & Rubicam San Francisco and Leo Burnett subsidiary LB Works of Chicago. The account was previously handled by Boston-based Hill Holliday, with Publicis London co-ordinating the European work.

AMD director of corporate branding Bob Kennedy says McCann has “demonstrated a comprehensive understanding of AMD’s technology strengths, and it has the global network to communicate those strengths around the world.”

McCann is expected to work on both AMD’s corporate and product advertising.

California-based AMD is Intel’s smaller rival in the computer chip market. It recently signalled a shift away from speed as the main selling point on microprocessors, by giving its latest chip a name – the Athlon – rather than a number, and claiming there are other factors by which to judge performance.

AMD has been trying to emerge from the shadow of Intel in recent months. The company’s founder and chief executive, Jerry Sanders, steps down in March and hands over to a new management team which has been charged with rebranding AMD as more than simply the alternative to Intel. A 64-bit chip, code-named Hammer, will launch later this year.

McCann created last October’s launch ad campaign for Microsoft Windows XP. A McCann London insider says: “I believe our experience with Microsoft was very attractive to AMD.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here