Microsoft appoints IPG and Dentsu Aegis to handle advertising and media accounts after review

Microsoft has appointed IPG to handle its advertising account and Dentsu Aegis to handle media planning and buying following a three-month review.

Shake-up: Microsoft reviewed its advertising and media accounts

The shake-up means IPG has lost the media account but gained the advertising business – which will be led by McCann Worldgroup - and media planning and buying will now be led by Dentsu Aegis agency Carat.

Chris Capossela, executive vice president and chief marketing officer at Microsoft, 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 changes mean WPP and Publicis have both lost business in Microsoft’s advertising account.