Microsoft wants to make friends with your agency too

by Andrew McCormick, revolutionmagazine.com 26-Jun-09, 15:44

LONDON - In the same week that details of Google's new bid to make friends with agencies were disclosed, Microsoft Advertising has created two new jobs with the specific aim of bettering relationships with agency networks.

Marc Bresseel, fomerly regional sales director for Europe, has been appointed to the new role of vice-president, agencies. His specific task is to bild 'strategic relationships' with global media agencies such as WPP, Havas, IPG, Omincom, Aegis and Publicis.

Bresseel will have a new team to help agencies develop their digital capabilities and secure them as long-term partners.

Gregg Albright, previously senior sales director at Microsoft, has been promoted to vice-president of global accounts, where he will work with advertisers and agencies. His main aim is to work across sectors including FMCG, car manufacturers, consumer electonics and entertainment to help them get more out of digital.

Both are expected to develop better relations with agencies and, ultimately, increase spend on search and display to bolster Microsoft's $2 billion ad business.

Microsoft's move come two days after Revolution detailed plans by arch-rival Google to court agencies through technology.

Microsoft has chosen the people route. While both efforts may take some time to have an impact, agencies should soon be in a position to decide which works best.