After 5 months of reviewing their media process and marketing strategies, Microsoft has finally decided to appoint Dentsu Aegis and IPG for their consolidated product portfolio.

According to Microsoft’s official website, IPG (Interpublic Group) will look after Microsoft’s advertising while Dentsu Aegis Network will handle its media planning and media buying across all touchpoints.

IPG’s global network which includes, McCann Erickson, the Martin Agency and Erwin Penland will handle Microsoft’s creative, localization and deployment while at Dentsu Aegis; media planning will be executed by a cross-discipline team spanning the company’s network. The key companies include Carat, iProspect, isobar and Dentsu Media.

 For Microsoft, the consolidated handling of the entire portfolio of products after Nokia’s indicates towards a change of direction under its newly appointed CMO, Chris Capossela.

Speaking on the appointment of agencies, Chris said, “We are thrilled to work with the teams at IPG and Dentsu Aegis. We believe both groups will help us communicate more strategically and efficiently in a rapidly evolving marketplace.”

The US based tech giant has been in the news for major organizational changes and developments since last year.  In February, the company promoted its first ever Asian CEO, Satya Nadella as he succeeded Steve Ballmer.

Taking a more centralized approach, Microsoft also handed over entire marketing responsibilities, previously handled by two people to a single executive, Chris Capossela.

The newly made decision came as a big shock to Microsoft’s ex-agencies, Publicis and WPP who handled Microsoft’s account for more than a decade.


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