ABSTRACT
In addition to the obvious financial gains, the relationship with Intel benefited Euro RSCG in other ways. Before giving the agency its account, Intel insisted that Euro RSCG improve technologically. Prior to 1996 Euro RSCG had more than 100 offices worldwide, but it did not have a companywide e-mail system. Intel hoped that establishing such a worldwide computer network would produce more effective advertising by increasing connections among executives at both firms. The jointly created computer system gave users at Euro RSCG and Intel the ability to observe the progress of campaigns from start to finish and the opportunity to send instant feedback. Euro RSCG’s first big U.S. campaign for Intel launched the Pentium III Chip at the 1999
Super Bowl. It was expected that Intel billings would reach $100 million worldwide.
