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Intel poaches Apple ad guru

Think Different... buy a Pentium 4

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Intel loves Apple's advertising - true. It must do, or it wouldn't have hired the creator of Apple's 'Think Different' campaign to devise an advertising programme for the Pentium 4.

To be fair, it's actually Intel's advertising agency, Messner Vetere Berger McNamee Schmetterer/Euro RSCG, who has hired Ken Segall, who quit Apple's agency, TBWA/Chiat Day, earlier this month.

Until recently Segall was Chiat Day's Creative Director, and directly responsible for Apple's advertising - one of the company' biggest accounts. Segall's finest Apple creation, Think Different, is said to have reduced Apple CEO Steve Jobs to tears.

Whether Segall's P4 campaign will have the same effect on Chipzilla's Craig Barrett remains to be seen. The campaign is due to kick off in the spring, which doesn't surprise us for a moment. The P4 may have been launched, but supply is "limited" and it's really not a consumer product just yet. Intel wants to fill the pre-Christmas market with PIIIs, and buyers can then be re-targeted with P4 upgrade advertising once P4 yields are rather better than they are now.

And having paid a fortune for all those weird... OK, cut the charitable view, those crap Blue People ads, Intel probably doesn't want to go straight into something completely different just yet.

Still, it's better than bunnies... ®

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