SANTA CLARA – Contenders from the major holding companies are lining up to challenge incumbent Universal McCann for Intel's global media planning and buying account, which will include the US$60 million Asia-Pacific business.
 
It is thought that the agency lineup for the first RFI stage will include GroupM, Starcom, OMD, Carat and incumbent Universal McCann. In addition, digital is expected to play a prominent role in the overall review.

The review surprised few sources in this region, after Universal was put on probation by the chip brand last year. Intel’s China business alone is worth $20 million, with R3 principal Greg Paull pointing out that, “Intel is probably responding to competitive pressure from Lenovo and AMD, both of which are perceived as doing very well in China in particular.”  

The China and Asia Pacific accounts will be pitched separately. The RFI stage will be followed by an RFP before a second round that is expected to include a significant planning component. 
 

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