Intel – Sponsors of Tomorrow

Category: Corporate Reputation, Image & Identity
Brand/Client: Intel/Intel Corporation
Primary Agency: Venables Bell & Partners
Media Agency: OMD
Contributing Agencies: Tag Worldwide

STRATEGIC CHALLENGE

What do you do when one of the largest technology brands in the world just… disappears? Intel, a brand that once basked in the limelight, came to us facing a very serious issue: People had simply stopped caring about them.

This issue of relevance was magnified by the fact that Intel was also searching for an agency to develop its first global brand campaign. Intel had done some branding work in the past, but had never before embarked on an effort of this magnitude. For the first time, Intel was looking to move beyond pushing product to something much, much larger. The brief to us: “Microprocessors have become a commodity and the Intel brand is no longer a key factor in the computer purchase. Make the Intel brand relevant to the everyday lives of consumers.”