Intel awards global media business to Dentsu Aegis

The account was won from Omnicom's OMD after a holding company level pitch


Intel has awarded its global media planning and buying mandate to Dentsu Aegis, moving the account away from Omnicom's OMD, after a holding company level pitch, according to reports.

Dentsu Aegis agencies, iProspect and Cardinal Path already handle the tech giant's search and digital businesses, but the account, believed to be valued at around $300 million, now spans offline media, social media, analytics and programmatic.

According to Becky Brown, Vice President, Global Marketing and Communications- Intel, Dentsu Aegis is "a global partner that excelled at combining data, technology and creativity to drive business results".

Speaking about the account, Nick Brien, CEO, Dentsu Aegis Network Americas, said, "We look forward to leveraging Intel’s technology on its behalf to tell stories and to create experiences that drive sales in today’s omnichannel world."

Commenting on the mandate Michael McLaren, Executive Global Group Director, Merkle, said, "Together with Intel, we are building a new type of agency model. We have Merkle’s data expertise at the core supported by the best of Dentsu Aegis Network’s media experts, all integrated and aligned to Intel’s marketing needs."

OMD had handled Intel's global media business since 2008, after winning the account from Interpublic’s Universal McCann.

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