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Global shift propels Intel account out of Euro RSCG

14-March-2005
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Global shift propels Intel account out of Euro RSCG

Intel has moved out of Euro RSCG India's custody on account of global implications. After last month's dramatic development wherein Euro RSCG worldwide walked out of computer chip Intel's global review along with its sibling Media Planning group after a decade long stint, the scales were more or less swinging in McCann Worldwide's favour.

Earlier, a statement from Euro RSCG Worldwide had stated, "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."

Now, all the suspense culminates into a heady end as McCann India informs that it would be handling both the creative and the media part of the business. Industry experts claim that the Intel business in India should be in the region of Rs. 20 crore plus. Both India and China are substantial markets for Intel within the Asian region.

Prasoon Joshi, regional CD, South & South East Asia, said, "In a global pitch which featured teams from Interpublic Group, Omnicom and WPP, India was suitably represented. I was personally invited to be a part of the pitch process, and it was the backing of our team here and our ideas, which had an important role to play in the global shift. It's an important win for us. Intel is a fantastic client and it would be a challenge to handle this piece of business. McCann has ambitious plans for Intel, and we feel sure that we will be in a position to handle our mandate as per their requirements."

Would there be a shift in Intel's strategy, under the McCann roof as opposed to the Euro roof? Joshi said, "Honestly, it's too soon to tell. We have just been informed about the win. Though the entire team is quite excited about the prospects, we haven't been able to chalk out with the client exactly what changes (if any) are going to be incorporated within their communication. As for the size of the business, I would only say that it's a substantial piece of business."

Meanwhile in a statement given earlier, Ishan Raina, Head, Euro RSCG, said, "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 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."

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. Which is why, the development is a global shift of the highest order.

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