Intel and eight of the world’s largest computer manufacturers hired Owen Media to launch the Itanium Solutions Alliance to promote 64-bit server architecture and accelerate software porting. The Alliance announced that its members would invest $10 billion in Itanium solutions by the end of the decade. The agency consolidated messaging and support from member companies to ramp interest in the enterprise processor over several years. One year later, the agency launched Montecito, the newest version of the Itanium 2 processor at a major event in San Francisco.