The Week: Advertising Reviews - JWT lands Microsoft brief

Microsoft has appointed JWT to handle the global advertising for the launch of its Bing search engine.

The appointment will be a blow to McCann Erickson, which has in the past handled the bulk of Microsoft's consumer advertising. JWT's US operation will create a campaign that will initially roll out in the US with an adspend expected to be between $80 million and $100 million and, later this year, in other markets, including the UK. The appointment builds on Microsoft's relationship with JWT following the agency's capture of its global business solutions account last year.