IPG's McCann Erickson and Universal McCann beat a WPP collective comprising Berlin Cameron/Red Cell, Young & Rubicam and Group M and an Omnicom effort from DDB and OMD. Havas' Euro RSCG and MPG, the incumbents, withdrew from the pitch in January.
McCann's experience with Microsoft is believed to have been key to Intel's decision. The agency created two "brand essence" videos focusing on a love theme, which were screened at Intel's sales conference in front of 5,000 employees. Future ads are expected to use the love theme, encouraging consumers to engage on a more emotional level with the world's largest microchip manufacturer.
Intel's famous sonic - which is reportedly heard every five minutes on TV or radio ads around the world - is expected to remain as a feature of Intel's ads.
The California-based IT giant is bolstering its presence in Europe with McCann: around £40 million to £50 million of its total ad budget will be dedicated to Europe, with an increased amount - £20 million - for the UK.
Euro RSCG Worldwide had worked on Intel for 14 years and ten people at the UK agency have been made redundant because of the account review.