From the New York Times
So, effective in 2008, Intel will require companies that take part in the co-op program to spend a minimum of 35 percent of the money that Intel provides them on online marketing. Among the companies in Intel’s program are technology giants like Dell, Hewlett-Packard, I.B.M., Lenovo, Sony and Toshiba.
That is why Intel is changing the media outlays for its own ads to more than 50 percent online in another two years, from about 15 percent two years ago, Mr. Maloney said. Intel spends about $300 million a year worldwide on its own advertising, created by agencies that are part of the McCann Worldgroup unit of the Interpublic Group of Companies.
“We’re going where the consumers have gone,” said Sean Maloney, an executive vice president at Intel in Santa Clara, Calif., explaining the mandated change in the media mix. Mr. Maloney is general manager for the sales and marketing group as well as chief sales and marketing officer.