Microsoft who has completed its media-agency review and will split duties on its estimated $1 billion media account between two agencies, Publicis Groupe's Starcom Mediavest, which will handle strategy and planning, and incumbent Universal McCann, which will continue to manage Microsoft's media planning and buying outside of North America. Starcom MediaVest will handle buying in the U.S. and Canada, while Universal McCann will handle some 35 markets outside of North America.
Microsoft, which also serves as a vendor for most media shops, ranks No. 32 on Ad Age's 100 Leading National Advertisers report, with its domestic advertising budget alone totaling more than $1.1 billion. Though Universal McCann still remains on the roster, the loss of media-buying duties to Starcom in Microsoft's key North American market is sure to put a significant revenue dent in the Interpublic Group of Cos. agency, which has worked with the marketer for more than a decade. Check more update on....SOURCE: http://adage.com/channel/agency-news/19
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