Deutsch Wins Piece of Microsoft Business

Agency Snaps Up Cloud-Computing Biz After Swift Review

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NEW YORK ( -- Microsoft has shifted a chunk of its massive ad account, its cloud-computing business, to Interpublic Group of Cos.' Deutsch, New York, from WPP's JWT. The move comes after an unusually quick review process for which the technology giant reached out to major holding companies including WPP, Interpublic, Omnicom Group and Publicis Groupe.

Ad Age first reported the agency review earlier this month. At the time, Microsoft said it was looking beyond JWT to make sure it's "getting the freshest thinking in how we talk to our customers about a wide range of commercial products around the world."

Microsoft recently announced its Windows Azure cloud-computing platform.
Microsoft recently announced its Windows Azure cloud-computing platform.
In a statement today, Microsoft said: "We've completed the agency review for our all-up Microsoft commercial campaign, and have awarded the business to the Deutsch unit of Interpublic Group's Lowe. We look forward to building a partnership with the team at Deutsch on this business. JWT remains an integral part of our world-class agency roster and will remain agency of record for the Bing and Office brands. Wunderman remains our global agency of record for relationship marketing."

Agency representatives could not be immediately reached for comment.

The win marks the first high-profile new piece of business Deutsch has brought home since its alignment last year with Interpublic sibling Lowe. It's a bright spot in what otherwise has been a difficult year for the New York shop, with losses of key accounts such as Johnson & Johnson's Tylenol and Ikea.

The account includes Microsoft's cloud-computing services for businesses. The company recently announced a cloud-computing platform called Windows Azure, but it is also testing a consumer product. In what appeared to be a stepped-up attempt to compete with Google's services, in April, Microsoft launched a cloud tool for consumers in partnership with Facebook called "Docs" that allows Office documents to be shared online with Facebook friends.

It's unclear how large the marketing spending will be on cloud going forward. Microsoft spent more than $1 billion on advertising in the U.S. last year, according to Ad Age's DataCenter, which ranks Microsoft as the 32nd-biggest national advertiser.

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