Microsoft switches ad-agency horses for key piece

Microsoft periodically switches ad agencies for various components of its organization. The most recent switch was introduced on March eighteen, with Publicis Group;s Starcom MediaVest unit winning a substantial proportion (based on reports) of Microsoft;s North American media-buying dollars.Microsoft officials confirmed in January that the corporation was browsing about the component of its ad spending which was handled by Interpublic Group of Cos.; Universal McCann. The estimate of the value of the contract was $1 billion.The Wall Road journal stated on March 18 that IPG;s Universal McCann and Mediabrands groups would maintain onto Microsoft;s ad-buying company in 35 nations exterior North America.“IPG had previously dealt with Microsoft;s entire global media account—currently about $1 billion in investing — and has worked with the provider for more than 12 years,” the Journal mentioned.In the summer of 2010, Microsoft made an agency switch, awarding its cloud-computing campaign to Interpublic from WPP;s JWT. Interpublic (via its Agency 215 unit) also has been handling Microsoft;s Xbox creative ad campaign.Today;s win by Starcom isn;t for the creative campaign side of the small business; it is for media planning and buying. Microsoft is not disclosing the dollar worth with the contract awarded today. (Reuters mentioned it was for “the lion;s share.”) A Microsoft spokesperson sent me the following:“We have completed our media agency review and have awarded our global media strategy and planning company to Starcom Mediavest Group (SMG). We look forward to partnering with SMG to drive exciting and engaging ways to deliver creative content to our customers in today’s dynamic media marketplace. Universal McCann remains a valuable component of our agency roster and will continue to manage our media planning and purchasing exterior of North The united states.”Interpublic;s McCann had been Microsoft;s primary ad agency for years. Recently, the Softies have been moving more of its accounts to other agencies.Starcom has plenty of high-profile clients for which it does advertising, including Allstate, Coca-Cola, General Motors, Kraft Foods and Walt Disney Co.