Dive Brief:
- Microsoft has moved its multi-billion dollar ad and media business to new agencies — a move that signifies a fresh start from newly hired CMO Chris Capossela.
- Interpublic Group has been named the agency of record for Microsoft's advertising and global deployment.
- Dentsu Aegis will be responsible for media planning, media buying, and search advertising.
Dive Insight:
Microsoft has been struggling a bit in several markets — particularly mobile, where it has yet to make a real dent. For that reason, an overhaul led by the new CMO could be just what the brand needs. New agencies could also help to breathe new life into the brand and company. For Interpublic and Dentsu, an account like Microsoft can be a dream come true.
