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