ADOTAS — Talking with small to mid-size digital marketers, I heard that they are hunkering down but also see opportunities because they can be quicker to change direction and try new ideas than larger companies.
I was reminded of that as I read that Intel hired Venables Bell & Partners, replacing McCann Erickson Worldwide. The San Francisco based-Bell will handle Intel’s master brand ad campaigns, which focus on burnishing its image rather than specific products.
Intel’s total master brand ad spending could be worth between $50 million to $150 million a year. McCann Worldgroup, part of the Interpublic Group of Companies, became Intel’s agency in 2005. At the time, the Intel account was estimated at $300 million.
“The recession may accelerate the trend of large marketers looking for “more nimble, more creative solutions” to advertising problems, Paul Venables, co-creative director at Venables Bell, told the Times. “A company like ours is in a fantastic position.”
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