Tech giant Intel has selected Dentsu Aegis Network as its global media agency of record following a review. The holding company will serve the client through a dedicated unit called “Team Intel” comprised of agencies Carat, Merkle and Amnet.

The move consolidates all of Intel’s media including digital, social, programmatic, search, offline and analytics with one global network and ends its 11-year AOR relationship with Omnicom Group’s OMD. The agency network was first appointed AOR for Intel in 2008 and is behind recent campaigns such as transforming Lady Gaga’s face into that of David Bowie’s as tribute to the late pop icon for the 2016 Grammy Awards.

OMD declined to comment.

R3 principal and co-founder Greg Paull placed Intel’s global advertising spend at $400 million. Intel spent $102.3 million in the U.S. alone last year, according to Kantar Media.

“Intel’s technology is at the core of the data revolution changing virtually every industry and sector,” Becky Brown, Intel vice president of global marketing and communications, said in a statement. “We’ve worked hard to enhance our legacy of global brand building with a world class marketing technology system that delivers relevant content throughout our customers’ journey. We needed a global partner that excelled at combining data, technology and creativity to drive business results. We found that in the Dentsu Aegis Network.”

Incumbent shops iProspect and Cardinal Path handle some search and digital, respectively, will remain on Intel’s agency roster. The Team Intel unit will work closely with Intel’s creative partners including lead agency mcgarrybowen, according to Dentsu.

Dentsu said the holding company-level review was launched over six months ago and was led by Joanne Davis Consulting, which did not return a request for comment by publication. Sources close to the business expressed surprise that word of the review did not leak to the press throughout the entirety of the process.

“Together with Intel, we are building a new type of agency model,” Michael McLaren, executive vice president, executive global group director at Merkle, added in a statement. “We have Merkle’s data expertise at the core supported by best Dentsu Aegis Network’s breed media experts, all integrated and aligned to Intel’s against marketing needs.”

Dentsu said the scope of its relationship with Intel will include “hundreds of campaigns” spanning more than 20 countries. Team Intel will operate out of Dentsu’s regional Los Angeles, London, Singapore and Beijing offices.

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