Microsoft appoints McCann in global role

<p>McCann-Erickson has been appointed Microsoft's global agency of </p><p>record. The agency was given the job following a worldwide review by the </p><p>software giant. </p><p><BR><BR> </p><p>The review included Asia-Pacific and the markets of Hong Kong and </p><p>Singapore. </p><p><BR><BR> </p><p>McCanns has been handling the Microsoft business in the US for some time </p><p>now, but in Asia-Pacific, it only serviced the account in Japan, </p><p>Thailand and Malaysia prior to the global realignment. </p><p><BR><BR> </p><p>Microsoft is expected to launch a major advertising campaign in key </p><p>Asia-Pacific markets soon before rolling out on a broad front across the </p><p>entire region, sources said. </p><p><BR><BR> </p><p>Microsoft's regional ad campaigns will be coordinated out of Hong </p><p>Kong. </p><p><BR><BR> </p><p>Microsoft's ad billings in the US is estimated at around US$350 </p><p>million. </p><p><BR><BR> </p><p>Although the company would not likely spend as much as this in Asia, the </p><p>figure would still be substantial, the sources added. </p><p><BR><BR> </p>