Intel would move out of Euro RSCG India’s custody on account of global implications. Euro RSCG Worldwide has decided not to go forward with computer chip maker Intel’s review and has chosen, along with its sibling Media Planning Group, to withdraw from the $ 300-million-plus review after a decade long stint. Teams from Interpublic Group, Omnicom Group and WPP Group remain in contention.
As per a statement from Euro RSCG Worldwide, “We were given the opportunity to make a presentation along with the finalists. But it has become increasingly clear that Intel’s drive towards business transformation would inevitably lead to a change in agencies. After much consideration, we have decided that our current talent and resources would be better focused on our current clients and the high-profile new business competition that we are involved in. Our teams at Euro RSCG Worldwide and MPG will continue to provide Intel with the highest levels of support through the transition.”
It further goes on to state, “We feel the longevity, success, and productivity of our relationship across all disciplines and geographies have been unique in our industry, and will serve us well in the future. The people of Intel have our gratitude, appreciation and best wishes for continued success.” Euro RSCG has been Intel’s partner since 1991.
On Indian waters, Ishan Raina, CEO, Euro RSCG states, “The global shift would have implications out here, which effectively means that we wouldn’t be in a position to handle Intel anymore. But the details of the entire deal are not clear as yet. Gaining and losing businesses, on account of global shifts is all too common in the Indian advertising fraternity, and we don’t really see it as a negative development. We won Reckitt Benckiser Plc when the company consolidated its creative business globally, with JWT and Euro RSCG. Another account bagged in a similar way, was Air France. It is only natural that we would lose some businesses as well. We lost Philips, on account of a global re-alignment. Back in 2001, Philips NV opted for DDB Needham and D'Arcy Masius Benton and Bowles and the account moved out of our custody.”
Having said that, Raina asserts, “Intel is a brilliant client and we have generated some fantastic output for it.”
Jayant Murty, Director (South East Asia, Intel), dismisses all controversies with a quick comment, “Intel placed its worldwide advertising account under review in Q3 of 2004. Intel is working with a number of agencies in this regard and anticipates a decision in Q1, 2005. This includes all corporate advertising and media on a worldwide basis. And yes, the decision will have implications worldwide including India. Euro, as has been reported is out of the pitch.”
It was Euro RSCG DSW that teamed up with Intel, the world's largest producer of microprocessors, to introduce the ‘Intel inside’ campaign, which revolutionised high-technology marketing by transforming the computer chip from a commodity to a branded product.