MRM retains Intel global digital account after four-way pitch

Intel has retained MRM Worldwide as its global digital marketing agency, following a pitch against three undisclosed agencies.

The agency, part of the Interpublic Group, has handled the account for the chip-maker since 2005 and will work with Intel’s global agencies on online campaigns to complement offline activity.

An Intel spokesman says: “Intel will continue working with MRM Worldwide on the production on Intel.com and other online marketing activities, following a review of all our marketing activities.”

Intel is currently reviewing its agency arrangements and is moving to an “open source” agency model. The company says the new model will allow agencies to work on aspects of the company’s business that would otherwise be limited to Intel’s current agencies-of-record.

The spokesman adds: “The open source model is global in nature and allows us to better tap into creativity for our individual markets.”

Sources say Intel plans to increase digital marketing this year in an effort to attract more customers during the economic downturn.

Intel’s decision to retain MRM follows its appointment of independent agency Venables Bell & Partners in San Francisco last month.

The agency is responsible for handling branding and corporate image campaigns for Intel, and replaced MRM’s sister agency McCann Erickson Worldwide.

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