AMD, Together We Advance_

CHALLENGE
After decades of being an underdog, AMD had recently emerged as the maker of the world's most advanced processors. However, the brand’s perception had not caught up with its technological leadership. AMD needed help building a brand that was as strong as its business and a breakthrough idea to elevate its market position and leadership.

STRATEGY & EXECUTION AMD partnered with TBWA’s PLEX group to develop its first-ever brand platform, aiming to elevate its perception and align with its technological leadership. The team identified a common industry trend where tech companies positioned themselves as the sole solution to global problems. In contrast, AMD’s new vision focused on advancing technology to improve all life.

This led to the creation of the Together, We Advance platform, which emphasized collaboration with partners to drive progress. The campaign launched across multiple touchpoints, including digital content, social channels, airports, and industry conferences. A new design system and brand guidelines were established to ensure consistent messaging that conveyed continuous advancement across advertising, branded materials, and packaging.

PERFORMANCE
- Revenue Increase: 44% growth in AMD's revenue.
- Market Share Growth: AMD secured 31.3% of the total CPU market share, challenging Intel's dominance.

CONCLUSION
The collaboration between TBWA’s PLEX group and AMD resulted in the creation of a brand as strong as its business. The Together, We Advance platform successfully repositioned AMD as an industry leader, transforming both the company’s perception and market performance.