Chandrima Pal

Intel chooses McCann Erickson, with a bit of India inside

Prasoon Joshi of McCann India was part of the global McCann team which made presentations to the top Intel management

McCann Erickson India and Prasoon Joshi, in particular, had an important role to play behind McCann Worldgroup's winning the $300 million advertising duties of chip-manufacturing giant Intel Corp last week.

Here's how.

Joshi, regional creative director, south and southeast Asia, was in Santa Clara making the presentation to the top Intel management. Speaking to agencyfaqs!, Joshi said that his job was to represent the entire continent, including China, and to “focus on the emerging markets for the company”.

“We presented a strategy projecting India as a developing market and a prime site for Intel,” said Joshi.

According to reports, Intel has plans to rev up its marketing drive this year for desktop PC. On offer will be a new technology that will provide home users of PC with more innovative entertainment options.

Joshi is understandably delighted with the win, because of McCann India’s involvement in the pitch.

Incidentally, Intel India handles software and hardware engineering while there have been talks of a chip manufacturing plant being set up as well. The Intel Design Centre in Bangalore is the company’s largest non-manufacturing site internationally.

The win includes Intel's media duties as well, which will be handled by Universal McCann, while McCann Erickson New York is expected to be the lead creative agency on the account. Interpublic’s McCann was competing against the WPP group and Omnicom, while the incumbent was Havas group’s Euro RSCG and it’s media agency MPG.

The review had begun in September 2004.

Intel, as a brand, is now keen on positioning itself more as a consumer electronics company and less as a cut-and-dry chip manufacturer. Intel Corporation expects a revenue of $ 9.2 billion and $9.4 billion for the first quarter of 2005.

© 2005 agencyfaqs!

Have news to share? Write to us