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