Microsoft Moves Zune Account to Crispin

Another Win From Redmond for Hotshop That Already Handles Windows

By Published on .

NEW YORK ( -- Microsoft has quietly handed creative duties for its Zune digital music player to Crispin Porter & Bogusky, expanding the ad agency's work for the software giant, people familiar with the matter said.
Microsoft's Zune digital music player.
Microsoft's Zune digital music player.

MDC Partners' Crispin is the shop Microsoft called in earlier this year in the hopes of injecting some cool into the brand. That chunk of business is worth some $300 million in billings. The result has been the somewhat erratic "I'm a PC" campaign, Microsoft's response to rival Apple's long-running and successful comparative ad onslaught.

A Crispin representative declined to comment.

Zune's $41 million marketing account has floated around a bit. It was at California shop 72 and Sunny, which handled the 2006 launch of the MP3 player, and then McCann Worldgroup and TAG, San Francisco, most recently worked on the brand.

Microsoft this year has been branching out beyond Interpublic Group of Cos.' McCann for its creative work. First it handed the consumer account to Crispin in March. Then in July it gave WPP Group's JWT work for People-Ready, a business-solutions suite of products for which total billings are between $100 million to $150 million.

Microsoft put $41 million in domestic measured media behind Zune last year, and $18 million for the first half of 2008, according to TNS Media Intelligence.

~ ~ ~
Contributing: Abbey Klaassen
Most Popular