Microsoft appoints Dentsu Aegis for media and Interpublic Group for creative

Screen Shot 2014-05-01 at 10.03.21 AMSoftware and computer electronics brand Microsoft has announced it has consolidated its agencies globally appointing the Dentsu Aegis Network to handle its media buying while Interpublic Group (IPG) will be responsible for creative. 

The move comes after a global pitch for both media and creative with incumbents WPP and Publicis losing out globally. In Australia, Microsoft had UM as its media agency and Naked Communications as its creative agency.

“We are thrilled to work with the teams at IPG and Dentsu Aegis,” said Chris Capossela, Microsoft executive vice president and chief marketing officer, said in a statement. “We believe both groups will help us communicate more strategically and efficiently in a rapidly evolving marketplace.” At this stage it is not clear which Australian agencies within Dentsu Aegis and Interpublic networks will take over the Microsoft work but it is thought Carat or Vizeum are the most likely Aegis media agencies, while any creative work would most likely go Interpublic brands McCann, Lowe or FCB.

At the time of posting Microsoft had not responded to requests for comment on the Australian implications of the global alignment.

According to Nielsen, Microsoft spent $16.5m in advertising in the last 12 months.

Nic Christensen 


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