Microsoft switches agencies

While the impact on Canadian marketing efforts is not yet known, globally the co has selected Dentsu Aegis for media.

Microsoft Global is switching up its agency partners and has selected Dentsu Aegis and Interpublic Group after a review which began in January.

Effective today, Dentsu Aegis has been tasked with media planning and buying, and search advertising. On the creative side, Interpublic Group has been named AOR for advertising and global deployment, while agency teams across its global network will be responsible for creative, localization and deployment, according to a release. IPG’s agencies include shops such as FCB, Lowe Roche and MacLaren McCann.

Microsoft would not comment at this time on what this means for its Canadian marketing efforts.

“We are thrilled to work with the teams at IPG and Dentsu Aegis,” said Chris Capossela, EVP and CMO, Microsoft, in the release. “We believe both groups will help us communicate more strategically and efficiently in a rapidly evolving marketplace.”

With files from Megan Haynes

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