BBH secures dollars 75m launch advertising for Microsoft's X-box

Bartle Bogle Hegarty has been confirmed as the lead agency for the

pan-European launch of Microsoft's X-box video games console, as the

software giant ended four months of speculation linking the agency with

the business.

BBH will manage a four-strong bespoke network, three of whose member

agencies already work with the London shop to service its Audi cars

account across the continent.

A reported dollars 75 million will back the launch, of which BBH will

set the style and tone of the creative work in co-operation with Louis

XIV in Paris, Verba DDB in Milan and Tandem DDB in Barcelona.

In Germany, the account will be serviced by the Frankfurt office of

McCann-Erickson rather than Saatchi & Saatchi, BBH's partner in the Audi

business, because of a clash with Sony.

Microsoft, which recently aligned itself globally with McCann, is

expected to put the pan-European media assignment into Universal McCann,

which already handles all Microsoft's media planning and buying.

BBH beat Lowe Lintas & Partners in the final shoot-out for the 2002

launch of X-box, which is claimed to have three times the graphics

performance of the latest generation of games consoles.

The agency emerged as the favourite to pick up the business after its

split with Sega at the end of last year, which allowed it to pitch.

BBH's managing director, Gwyn Jones, said: 'We're confident our

pan-European brand-building experience, coupled with our passion for

video games, will allow us to help X-box make the impact it deserves

and, in doing so, redefine the gaming landscape.'


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