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Microsoft has consolidated its global advertising arrangements within Interpublic and Dentsu, with WPP and Publicis losing out. Media duties, handled by IPG’s UM in markets including Australia and Publicis Groupe’s MediaVest in the US, have gone to Dentsu Aegis units … Jätka lugemist
Microsoft has consolidated its global advertising arrangements within Interpublic and Dentsu, with WPP and Publicis losing out. Media duties, handled by IPG’s UM in markets including Australia and Publicis Groupe’s MediaVest in the US, have gone to Dentsu Aegis units such as Carat, although it is unclear whether the Australian operation was involved in the pitch. Creative, including traditional, direct and digital, will be handled by IPG units including McCann, The Martin Agency and Erwin Penland. Microsoft chief marketing officer Chris Capossela said in a statement: “We are thrilled to work with the teams at IPG and Dentsu Aegis. We believe both groups will help us communicate more strategically and efficiently in a rapidly evolving marketplace.” Microsoft Australia spend $16.5 million on main media in the 12 months to March 2014, according to Nielsen. The statement REDMOND, Wash. — April 30, 2014 — Microsoft Corp. announced a new roster of agency partners to handle its advertising and media planning and buying. The company has chosen Interpublic Group (IPG) as its agency of record for advertising and global deployment while Dentsu Aegis will handle media planning, media buying and search advertising. “We are thrilled to work with the teams at IPG and Dentsu Aegis,” said Chris Capossela, Microsoft executive vice president and chief marketing officer. “We believe both groups will help us communicate more strategically and efficiently in a rapidly evolving marketplace.” At Interpublic Group, creative, localization and deployment will be handled by various agency teams throughout IPG’s global network. At Dentsu Aegis, media planning will also be handled by a cross-discipline team spanning the company’s network. This completes a review of agencies undertaken by Microsoft beginning in January. Microsoft periodically evaluates its agency mix as a best practice to ensure it retains the services that best fit the needs of its evolving business. AdNews |
