Microsoft calls £400m direct pitch
campaignlive.co.uk, Friday, 24 October 2003 12:00AM
Microsoft is talking to advertising networks about a £400 million project to unite its customer relationship and direct marketing activity across the world.
The technology giant has approached several networks from four holding companies. Although the review is being run out of Microsoft's US head office, the UK market is considered to be a European hub, and domestic agencies will be asked to submit both work and figures.
The company is looking for one network to run all of its relationship marketing programmes globally.
The successful network would be required to produce all of Microsoft's direct marketing and sales promotion material and put in place an international CRM system to manage the responses that this material generates.
Microsoft is emulating its rival IBM, which uses one network for all of its below-the-line needs. OgilvyOne has held the global IBM account since 1994, which it runs from its Paris office.
Microsoft's £10 million UK account is currently held by Chemistry. The agency took the business from the incumbent, EHS Brann, in February this year following a four-way pitch conducted through Agency Assessments.
The company has recently reviewed the direct marketing account for its game console, X-box. The £3 million brief for the UK and Europe, the Middle East and Africa was given to Tequila London after a competitive pitch.
The review does not affect Microsoft's above-the-line creative account, which is held globally by McCann-Erickson.
This article was first published on campaignlive.co.uk
- Mid Weight Planner - ATL Daniel Marks London £30-£50K + Excellent Benefits, Central London
- Senior Account Executive fishtank £22000 - £25000 per annum, Ascot
- Digital Senior/Account Director - Consumer/Lifestyle Clients Digital Gurus £45000 - £55000 per annum + benefits, City of London
- MW Copywriter Red Sofa London £30000 - £35000 per annum, City of London
- Senior Designer/ Creative Director Designate Major Players £40000 - £50000 per annum + Plus Benefits, City of London
- Cobra introduces bra-making brewer 'The Boss'
- Anti-slavery charity creates '12 Years a Slave' tactical ad after Oscar win
- Majority of 15m Twitter users in the UK follow a newspaper
- Hooch appoints More and MJ Media for Keith Lemon campaign
- Birds Eye kicks off £60m pan-Euro campaign
- Will content kill traditional ad models?