By GORDON MACMILLAN, campaignlive.co.uk, Friday, 13 December 1996 12:00AM
Advanced Micro Devices, the main rival to the microprocessor giant,
Intel, has appointed SMI Group to handle a project for its first major
push into Europe.
AMD is understood to have seen a number of agencies, including Delaney
Fletcher Bozell and GGT Advertising, for the drive, which is thought to
be worth pounds 5 million.
The project is believed to be the launch of the K6 processor, a
challenger to the de facto industry standard, the Intel Pentium chip.
AMD is relatively unknown in Europe, and its marketing budget is a
fraction of the dollars 1 per head Intel is thought to have spent on its
brand in western Europe.
SMI created a virtual network on the Internet earlier this year, which
helped it to bag the pounds 20 million pan-European Olivetti PC account.
Claes Berglund, marketing communications manager at AMD Europe,
commented: ‘The virtual network was a critical factor, allowing us to
share information and creative work on a global basis.’
AMD has yet to appear on European television, although it debuted on US
TV in October, with the line: ‘AMD @ work.’ SMI will work closely with
the client’s US agency, Hill Holiday.
According to Alex Letts, chairman of the SMI Group: ‘Whatever the
project is, it will obviously bring us into conflict with Intel, but
there is room for more than one player in the market.’
This article was first published on campaignlive.co.uk