The portal has also filled out its internal consumer marcomms team, led by Sydney-based Ngaire Moyes, who joined MSN from Australian joint-venture Nine-MSN in January. In addition, it is finalising its local market PR alliances, selecting OPQR in Korea and initating a pitch in Japan.
The regional PR brief follows the relocation of Brian Shaughnessy to the role of general manager for MSN and Windows Live in Greater Asia. He was previously a member of MSN's communications services group in Redmond. "It's certainly fair to say that the Asia region is very important and strategic to us," said Moyes. "The key role for Edelman and the internal team is to help communicate to consumers across the region the benefits of MSN and Windows Live, and really ramp up in the consumer space."
Edelman clinched the business following a four-way pitch against Weber Shandwick, Ogilvy PR, and Up-stream Asia, which it has worked with in the past. The agency will work with MSN's existing local market agencies, China's H-Line and The PRactice in India.
"Microsoft's research shows that people increasingly are spending more time online, but many are frustrated with the fragmented nature of their internet experience," said Moyes. "Windows Live has been designed for people who want to easily manage and create their information, interests and relationships, saving them time and effort and allowing them to better manage their life and their world."
Edelman's win comes after it secured MSN's trade marketing PR brief in late 2005. The portal has also beefed up its capabilities in this space, after appointing Gina Hertel to head trade marketing in November last year, and Jonathan Baron as regional sales director in late 2004. Head of regional sales, Karen Chia-Zimmerman, joined in January this year. Microsoft announced the official launch of Windows Live last November, but currently only beta-versions of some components, including Messenger, Search and Mail, are available. "Over the course of the next six to 12 months, you will see those products available in their final versions," said Moyes.
