Microsoft appoints JWT to Bing account
LONDON - Microsoft has strengthened its relationship with WPP agencies by handing JWT the launch campaign for its Bing search engine.
The assignment puts the future of the software company's relationship with McCann Erickson in doubt.
Microsoft moved its global business solutions account into JWT last year, and handed its most recent global Windows campaign, 'I'm a PC', to Crispin Porter & Bogusky. It retained McCann Erickson to work on specific UK projects.
This year, Microsoft moved its global direct marketing business into another WPP Group firm, Wunderman.
Microsoft marketing manager Cedric Chambaz said that the company wanted to use 'another WPP agency' for its upcoming UK advertising as part of a 'global alignment' process.
The company is rolling out a US campaign for Bing. This will be followed by UK activity at the end of this year.
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