Microsoft to McCann: You can do Windows

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Microsoft Corp., Redmond, Wash., named McCann-Erickson Worldwide to handle its signature U.S. Windows account, Advertising Age has learned. Rob Schoeben, director of integrated marketing communications for the business and enterprise division, said the work will be based in McCann's San Francisco office in conjunction with McCann, New York, and sister shop Anderson & Lembke, San Francisco. A&L already was on the Microsoft roster, so the decision consolidates all U.S. product advertising at McCann/A&L. Microsoft has been reviewing Windows advertising since April, when it pulled the assignment from Wieden & Kennedy, Portland, Ore. Mr. Schoeben reiterated the move does not affect Wieden's status as brand agency. He said Microsoft wanted to place product work at one agency, but stressed McCann had to work to get the business. "They earned this, and they worked very hard to demonstrate that they can bring a lot to the table when they bring together the resources they have at their disposal.'' Windows ad spending is minimal at present, but McCann will be in position to handle the critical upcoming launch of Windows 2000, with spending sure to reach into the tens of millions

Copyright May 1999, Crain Communications Inc.

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