Microsoft Corp., Redmond, Wash., is looking for an agency to handle the European launch of its X-Box videogame console. Microsoft has earmarked $500 million for global promotion of X-Box, scheduled to launch in the fourth quarter of 2001, a company spokesman said. A separate agency search will occur for markets outside Europe. X-Box will compete directly with Sony's PlayStation 2 and Sega's Dreamcast. Also, Microsoft's Home & Retail Division is on the verge of appointing a London-based European advertising director, who, alongside European Marketing Director Julie Armitage, will begin to shortlist agencies early next month. Currently, the division uses multiple agencies across Europe for a variety of PC games and other products. The winning agency also will be responsible for the Middle East and Africa. McCann-Erickson Worldwide, New York, won the $100 million U.S. account for X-Box earlier this year.
Copyright August 2000, Crain Communications Inc.