Microsoft has consolidated all of its DM business, and as of July 1, Wunderman will be its global AOR for relationship marketing. Previously the marketing initiatives had been split between Wunderman and MRM, part of Interpublic’s McCann Worldgroup. Microsoft has worked with the two agencies since 2004.
“In an ongoing effort to identify business efficiencies and deliver shareholder value, Microsoft has chosen to move to one global agency of record for its relationship marketing efforts,” said a Microsoft spokesperson in an e-mail to DMNews. “This shift allows Microsoft to benefit from scalability, immediate and accelerated savings and streamlined management of relationship marketing campaigns. Our subsidiaries will continue to work with valued local and regional agencies, including MRM, for select local project based initiatives.”
Andrew Sexton, VP and director of North American media relations for Wunderman, referred inquiries to the client.
The Microsoft spokesperson said, “The move was made to improve our marketing efficiencies, streamline costs and increase the impact of our RM [rich media] campaigns.”
Last year, Microsoft also shifted some of its creative responsibilities to WPP Group’s JWT and Crispin Porter & Bogusky. The company is still working with McCann on “several projects,” the spokesperson said.