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.’