Award: CAMPAIGN \ C33. Reputation and Issues Management

In 2025, Intel China’s 40th anniversary arrived at a pivotal moment, amid geopolitical headwinds, persistent negative narratives, and an organizational transition that weighed on morale. As customers hesitated and competitors gained ground, the team recognized that Intel’s 40-year presence in China was not merely a milestone to commemorate, but a strategic asset to activate. They transformed the anniversary into a trust platform, acting as narrative architects to unite media, customers, employees, and leadership one consistent story. Through co-narration, the team articulated Intel’s enduring commitment to China and created the “40-Year Anchor,” which restored confidence, countered rumors, strengthened regulatory trust, and re-engaged key stakeholders. Its impact was reflected in behavior: partners offered unsolicited endorsement, journalists co-authored stories, employee morale improved, and policy dialogues deepened.