Microsoft has pulled its direct marketing account out of Wunderman following a global realignment of the business – including the X-Box account – bringing the curtain down on a relationship stretching back more than a decade.
The move is part of a global realignment of the account – said to be worth more than $100m (£60m) – which has seen the technology giant appoint IPG and Dentsu Aegis agencies to handle advertising and media.
WPP-owned Wunderman has been handling the DM for Microsoft since the early 2000s; IPG-owned McCann Worldgroup will now take the lead role on advertising, with MRM Meteorite expected to handle the DM business in the UK. Publicis Groupe has also lost a major chunk of business in the move.
Media planning and buying, and search advertising, meanwhile, has been consolidated at Dentsu Aegis units like Carat. Previously, media responsibilities had been split between Publicis-owned MediaVest and Interpublic’s UM. The company spends more than $1bn (£600m) on media annually.
Microsoft executive vice president and chief marketing officer Chris Capossela said: “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.”
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