Back in the Lead
Today, the New York Times revealed Intel has tapped VB&P as its lead global agency, marking a departure from its open source model. This news ties in with our new "Look inside" platform for the chip maker. In describing the meaning behind the new tagline, VB&P ECD Will McGinness says, "'Look inside' is a more strategic way to express the Intel brand promise of innovation, and will capitalize on the tremendous equity in the word ‘inside.’ If you ask consumers what Intel does, what a processor does, they can identify it’s really important, equating it to the heart or brain of a computer, which has a great emotional appeal." Read more here.