AMD calls £16m global ad revamp

Computer chip manufacturer Advanced Micro Devices (AMD) is conducting a global advertising restructure and is holding pitches for its $30m (&£15.7m) business across seven regions.

It is understood that the technology company may consider taking advertising in house in some regions, including Europe, the Middle East and Africa. The review comes after AMD parted company with McCann Erickson earlier this year when Interpublic Group won Intel’s $300m (&£160m) global advertising and media accounts (MW March 10).

As part of the restructure, AMD has appointed Enterprise IG as its global branding agency and has given the agency a brief to develop a consistent global brand for the company and to provide guidelines to local markets. The move has prompted speculation that once this has been completed, the advertising will be created in house.

AMD has also signed a three-year strategic alliance with film company DreamWorks to provide it with computer chips. The agreement contains marketing agreements allowing AMD to promote DreamWorks films. It will also enable the computer chip manufacturer to use the studio’s animated characters in its own advertising.

Intel is the world’s leading computer chip manufacturer by a considerable distance, with AMD in second place.

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