AMD Launches Fusion

By: Jennifer Hong
Staff Writer
Published: Sep 18, 2008

AMD has launched a new computer campaign to rival Intel. Advanced Micro Devices says it is re-branding itself as Fusion to offer better user experience.

Advanced Micro Devices has launched a new campaign to re-brand itself. There are no technical specifications, but there is information how the company is offering an improved user experience in contrast with rival Intel Corp.

AMD's new campaign unveils how its computer chip design enhances productions through the integration with graphics chip maker ATI. Advanced Micro Devices purchased ATI in 2006.

The main theme is "Fusion" which appears in every advertisement. Nigel Dessau, AMD's chief marketing officer, issued a statement to better explain the company's campaign.

"The idea behind fusion is to take technologies and bring them together," Dessau said in the statement.

Fusion polishes the AMD brand and further compliments its ATI graphics. It focuses on how chips are used. It also replaces the "smarter choice" tag line which appeared last year during the holiday season.

AMD is also offering free software that promises to speed up Microsoft's Vista. Vista is the latest Windows operating system.