Microsoft splits global media duties between SMG and UM

Incumbent Universal McCann to continue with media planning and buying in 35 markets including Asia Pacific.

BestMediaInfo Bureau | Delhi | March 21, 2011

The IT giant Microsoft has split its global media duties between newly appointed Starcom Mediavest and the incumbent Universal McCann. While global strategy and planning along with buying in the U.S. and Canada for Microsoft will be handled by Starcom Mediavest, incumbent Universal McCann will continue to manage Microsoft's media planning and buying outside of North America including Asia Pacific.

Starcom Mediavest comes on board followed by a multi-agency pitch as a part of review in January 2011.

The combined account size is estimated at around $1bn (Rs.4,500 crore). Microsoft spends 60% of its budget in North America alone leaving 40% amount for the rest of the world.

Financially, it is said to be a big bow for Universal McCann which has worked with Microsoft for more than a decade.

"We have completed our media-agency review and have awarded our global-media strategy and planning business to Starcom MediaVest Group (SMG)," Microsoft said in a statement. "We look forward to partnering with SMG to drive exciting and engaging ways to deliver creative content to our customers in today's dynamic media marketplace. Universal McCann remains a valuable part of our agency roster and will continue to manage our media planning and buying outside of North America."

Info@BestMediaInfo.com

Info@BestMediaInfo.com