Carat has picked up the media buying and planning for Microsoft following a global realignment of the tech giant’s advertising and media business.
While Carat’s parent group Denstu Aegis won the media account, IPG picked up the creative and global deployment business. Although it could not be confirmed, McCannBlue, which is affiliated to IPG, is likely to pick up the local creative for Microsoft. In its previous incarnation as McCann Erickson, the agency worked for Microsoft in the past.
The global review process kicked off in January. The incumbents were Publicis which handled the media and digital worldwide while a number of WPP agencies managed the creative end of the business.