Microsoft Corp. has tapped WPP Group’s JWT to man its business-solutions advertising account.
JWT won the account after a review of several agencies — the rest of which Microsoft declined to name. The incumbent agency, Interpublic Group of Cos.’ McCann Erickson, created Microsoft’s $500 million b-to-b ad campaign in 2006. McCann will continue to work with Microsoft in other marketing efforts.
“McCann Erickson remains our strategic global partner on all other business advertising at Microsoft and is responsible for media buying on a worldwide basis,” a Microsoft spokeswoman said in a statement. “In addition, MRM Worldwide, part of McCann Worldgroup, continues to manage our significant investments in direct response and relationship marketing. In this rapidly changing media and business climate, Microsoft is committed to remaining agile and partnering with a range of media and marketing leaders to deliver results.”
JWT could not be reached for comment. Representatives of MRM directed queries to Microsoft.