Microsoft has pared its global roster of agencies down to two holding companies -- Dentsu and Interpublic -- after a review that began in January. WPP and Publicis, which both had portions of the account previously, will lose those assignments.
The tech giant spends more than $1 billion annually on ads worldwide.
Microsoft conducted the review shortly after the arrival of new CMO Chris Capossela earlier this year.
The company confirmed Thursday that IPG has been chosen for advertising and global production and distribution of ads, while Dentsu Aegis will handle media planning and buying and search advertising.
At IPG “creative, localization and deployment will be handled by various agency team throughout IPG’s global network.” Dentsu Aegis will also utilize a “cross-discipline team spanning the company’s network,” the client said.
Capossela said that Microsoft believes “both groups will help us communicate more strategically and efficiently in a rapidly evolving marketplace.”
Joanne Davis Consulting assisted Microsoft with its review.