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BtoB

Microsoft reportedly consolidating CRM work

Published on .

New York--Microsoft Corp. is expected to announce it has consolidated its customer relationship management work with two agencies: MRM Partners, the direct marketing arm of McCann-Erickson WorldGroup, and Young & Rubicam's Wunderman, according to sources.

The moves are part of a new strategy to institute what Microsoft calls a "global CRM agency model."

The appointments come after a formal review process that lasted several months. The business, worth an estimated $400 million, will include direct marketing, interactive advertising and collateral design.

In what has been characterized as an unrelated development, IBM Corp. has shifted its direct marketing business from Wunderman to WPP sibling agency OgilvyOne, the direct marketing division of Ogilvy & Mather.

--Carol Krol

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