Microsoft has named two global advertising agencies after a three-month review.
Interpublic Group and Dentsu Aegis Network will manage its marketing and media accounts worldwide, with an account revenue worth around $100m.
The idea behind the review was to reduce its advertising business to just a single entity, but splitting it between two is certainly more than its current four partners (WPP Group, Interpublic, Publicis Groupe and Dentsu)
Interpublic had previously handled media planning and buying in Europe.
The creative work will be handled by Interpublic's various business, such as McCann Erickson, The Martin Agency and Erwin Penland. WPP and Publicis are the ones that have lost business.
Media planning and buying has been consolidated at Dentsu Aegis. Previously, media responsibilities had been split chiefly between Publicis Groupe's MediaVest (US) and Interpublic's UM (international).
We are thrilled to work with the teams at IPG and Dentsu Aegis,” said Chris Capossela, Microsoft executive vice president and chief marketing officer.
We believe both groups will help us communicate more strategically and efficiently in a rapidly evolving marketplace.”