TWICKENHAM, UK--AMD comms veteran Christine Brown has been elevated to head of PR for the chipmaker's EMEA operations.

Brown takes on the role after an 18-month period in which AMD left the position vacant, following the departure of Jan Gutter in 2011. Her promotion follows a restructuring at AMD.

Brown previously led AMD's channel and consumer PR strategy in EMEA, after joining the company from Text 100 in 2007. In addition to her previous duties, she now also oversees analyst relations, social media, internal and executive communications.

Brown told the Holmes Report that the company is aiming to shift its communications approach to one that is based on audience groups rather than product profiles. 

"It seems very clear that consumers are expecting an awful lot more from their technology," said Brown. "It really is all about the experience, not just the bits and bytes - getting that across is hugely important."

Brown will continue to report to global corporate communications leadership in the US. She also noted that no review of AMD's current EMEA PR agencies - which includes Bite at a regional level and Text 100 in specific markets - is imminent.