Arun Sudhaman 14 Nov 2014 // 3:30PM GMT
LONDON—Chipmaker AMD is reviewing is PR assignments across EMEA, with incumbents Bite and Text 100 declining an invitation to repitch.
The Next 15 duo have held the business for more than seven years, with Bite handling regional coordination and Text 100 entrusted with local market activation.
According to AMD EMEA head of PR Christine Brown, the review reflects AMD's shifting priorities. "AMD is just a very different company today," she said. "We’re focused on innovating in new markets."
AMD has struggled in recent years, losing more PC market share to Intel and failing to make a significant dent in the server, tablet and mobile sectors versus Qualcomm. The company recently announced another round of layoffs, changed chief executives and announced a sales forecast that missed estimates.
"The traditional PC business is still vital, but so is driving future growth in adjacent markets, such as semi-custom and embedded," said Brown. "With that in mind, it was felt it was the right time to review how we are supported in the region."
AMD currently works with Edelman in North America and Asia-Pacific, and Grayling in the Middle East. It is thought that both firms are part of a group of contenders that have been invited to respond to an initial RFI, which will progress to an RFP before a new agency is in place by Q2 2015.
Brown characterised the brief as a broad one, covering public relations and social media across the entire EMEA region. She declined to comment on budget, but it is thought that assignment will involve fees in the six-figure range.
“Bite and Text100 have enjoyed a long and productive relationship with Chris Brown and her team at AMD over the last 9 years, and are proud of the work we have delivered," said Bite deputy MD Rachel Gilley. "Now is the right time to move on to new challenges and so we won’t be participating in the re-pitch of the account, although are grateful to have been asked."