SANTA CLARA, CA — Intel, which has an extensive list of agency partners, is reviewing its PR support, PRovoke can reveal.

The brief covers North America although it may impact other regions as well, individuals familiar with the process said.

In the US, Intel agency partners include AxiCom, Zeno and Ketchum. M Booth has also handled consumer work for Intel. The company's global WPP alignment also includes H+K Strategies in EMEA and Ogilvy in Asia-Pacific.

The review comes as Intel positions itself as a player in furthering innovations like AI and autonomous vehicles. Last year, the company grew its social media efforts to make its support of cutting-edge technology better known among influencers and media in the tech space.

It also comes on the heels of internal changes at Intel, including new leadership in its marcomms function. In July, Claire Dixon, who had been leading VMWare’s comms, joined Intel as its chief communications officer. She replaced Laura Anderson, who left Intel after nearly two decades, and now leads communications for tech investment firm Silver Lake.

In October, Karen Walker joined Intel as CMO after 11 years at Cisco, the last five of which she served as that company’s CMO. She replaced Steve Fund, who the company dismissed the previous January.

Widely known as one of the world’s largest computer chip makers, Intel in early 2018 took a major reputational and financial hit with news that a design flaw in its processors put users’ private information, such as security keys, passwords and files, at risk — and then the fix caused problems, too.

The company does, however, also produce a portfolio of products that enable advanced technology like AI and driverless cars. The company is keen to step up understanding of the latter initiatives, for which it remains less well known.

Intel would not provide detail when asked. "Intel has confidentiality policies in place that we do not reveal who may or may not be a supplier. We do review our suppliers on a regular basis," a spokesperson said.