Microsoft picks Starcom for leading ad role

SEATTLE, USA: Microsoft Corp has awarded the lion's share of its $1 billion-plus annual advertising budget to Publicis Groupe's Starcom unit, in a blow to incumbent agency Universal McCann.

After a periodic review lasting several months, the world's largest software company said on Friday that Starcom MediaVest Group will handle its global media strategy and planning business, and be in charge of buying ad space in North America.

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Universal McCann, a unit of Interpublic Group of Companies, will only manage media planning and buying outside of North America, Microsoft said.

Previously Universal McCann handled Microsoft's ad strategy

Previously Universal McCann handled all Microsoft's ad strategy, planning and buying, except in Brazil and China.

A spokesman for Starcom confirmed that the agency had won the contract. Universal McCann did not immediately return a call for comment.

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