Intel yesterday confirmed reports that it has poached Samsung's branding chief, Eric B Kim, to run its sales and marketing operation.

Samsung said earlier this week that it would not be renewing Kim's contract when it comes up for renewal next month. Industry sources suggested Kim, 50, had been approached by Intel and would be joining the chip giant.

And that's indeed what will happen. Kim will join Intel on 15 November and take over the company's "global branding, advertising, co-operative marketing, and market research, as well as Internet and channel marketing programs".

Pending approval by Intel's board of directors, Kim will be elected to a corporate VP position, the company added.

Kim is widely held to have created Samsung as a global consumer brand, particularly through its digital convergence strategy. Intel may well be hoping he'll pull off a similar trick to drive its own push to broaden PC usage beyond desktops, notebooks and servers and into more consumer electronics-style roles. ®

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