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
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
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
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
Mike Tunnicliffe, the managing director of CIA, and Bob Offen, the
managing director of Mediastar, were unavailable for comment.