Last night about 40 media reps, clients and agencies attended the IAA (International Advertising Association) event in San Francisco. The speaker was Jan McDaniel, Director of Business Marketing at Intel. Jan spend the last 16 years at HP before moving to Intel 18 months ago to work for Eric Kim, the ex-CMO, formerly of Samsung.
She uses this forum as an ad hoc "media day" where she updates the media rep community on her challenges. For anyone not there, here are the highlights:
- Intel cut is ad budget by $$$$$ - more than a GDP of a small country!
- Intel has too many brands so they broadly focus on 3 - Xeon (servers), Centrino (laptops) and vPro (desktops)
- The importance of the international markets is growing. There is a big focus on RIC (Russia, India and China). Jan has been waiting for Brazil to "emerge" for 22 years!
- Intel Business and its customers' customers (small, medium and large enterprises) did not like the latest Intel "Multiply" campaign. The last thing these guys want is more complexity = more headaches. McCann better watch its back!
- Moving forward in 07 and 08, broadcast media is out (sorry Vietnam) and print & on-line are in. Budget split is 70% on-line (more good news for Google!) and 30% print.
- Their research shows that print and on-line are the core mediums for their target - tech enthusiasts.
- Measurement is key but I am not convinced they are there yet especially when trying to track the $billion+ budgets they spend each year on co-op marketing with partners like HP, Dell, Lenovo and Microsoft.
So media reps, go forward and create brilliant ideas for Intel - Jan will listen but she doesn't suffer fools lightly.
Thanks to Tom Foremski at the Silicon Valley Watcher for this write up today - http://www.siliconvalleywatcher.com/mt/archives/2007/04/collision_media.php
Comments