Dive Brief:
- Microsoft is revamping its marketing business and is telling agencies what it is looking for in order to change.
- According to the RFP, Microsoft believes success will be found in a holding company model where 80% of the work is consolidated between one or two holding companies.
- Publicis Groupe, WPP, Interpublic, and Dentsu are all competing for the account, reportedly worth $100 million in revenue.
Dive Insight:
An account like Microsoft is irresistibly attractive to any agencies large enough to handle it. The move to consolidate into one or two holding companies means agencies have a lot to prove they can handle the responsibility. The shift could help Microsoft finally pull together a cohesive brand identity that still encompasses all of its products.
