Advanced Micro Devices (AMD), the American maker of semiconductors, computer chips and graphics processing units used in consumer, business and research products, chose Omnicom’s TBWA as global creative and brand agency of record after a competitive review.
The network’s London office will handle the business moving forward.
“TBWA\London impressed us with their disruptive thinking and storytelling, and we liked the way they challenged our ideas around strategy, creative and design,” said AMD chief marketing officer John Taylor in a statement. “We look forward to working together to bring the AMD brand to life in ways that defy convention and celebrate AMD pushing the envelope in high-performance computing.”
According to a party with knowledge of the review, TBWA was one of three finalists, including Wieden + Kennedy London. Brand and Deliver, a London-based marketing agency, previously oversaw AMD’s creative work. A Brand and Deliver spokesperson told Adweek that the shop opted not to renew its contract with AMD before this review began.
Wieden + Kennedy London declined to comment, and AMD did not respond to a related email.
AMD primarily competes with fellow semiconductor companies like Intel, and its components power popular products like laptops and video game systems manufactured by conglomerates such as Samsung and Sony. In the past, it has collaborated with such agencies as Y&R.
TBWA\London’s first work for the new client will debut later this year and encompass overall strategy, a brand campaign and a series of individual product launches. This work will run in 18 territories including the U.S., U.K., Australia and Germany, and it will incorporate broadcast, digital and social as well as retail and other partnerships.
International consultancy Comvergence estimated that AMD spends approximately $10 million on paid media each year, with the U.S. and China as its largest markets.