NEWS: Microsoft to review co-ordination role on computer press

Microsoft is planning to review the co-ordination role on certain pan European media in what may be a run-up to a full-blown review on the dollars 70 million computer account.

Microsoft is planning to review the co-ordination role on certain pan

European media in what may be a run-up to a full-blown review on the

dollars 70 million computer account.



One major area under the spotlight is the co-ordination of negotiations

across all computer press.



Microsoft currently spends between pounds 2 to pounds 3 million in the

computing press in the UK.



Media negotiations are handled by local agencies in each country. In the

UK, the agency is Mediastar, while in Europe they are handled by various

agencies, including CIA Medianetwork International, Carat and

Mediapolis.



Microsoft is considering the benefits of appointing one agency to handle

centralised pan-European negotiations for the computer press, while

leaving the booking and placing of media with agencies in each local

market.



Agencies lining up to pitch for the role are thought to include the

incumbents, CIA Medianetwork International and Mediapolis. CIA has

handled similar roles for Nike and Calvin Klein.



Sources suggest the centralisation of this part of the business could

spark a full-scale review of the entire account at a later stage.



CIA Medianetwork International scooped the client’s pounds 26 million

pan-European ‘broad reach’ branding campaign, driven out of the US, in

August 1994.



Mediastar picked up the pounds 7 million UK media account in the same

month. The creative is handled by its sister agency, Euro RSCG Wnek

Gosper.



Mike Tunnicliffe, the managing director of CIA, and Bob Offen, the

managing director of Mediastar, were unavailable for comment.