NEWS: SMI Group lands first Euro job for Intel rival

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.

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.’