The campaign covers Asia-Pacific, including Japan, Australia and New Zealand, and is expected to run for a year.
Go Direct, which has worked with Microsoft previously, won the project without a pitch. The agency has hired former Batey Singapore Airlines account manager Cindy Tan to run the business.
Hui Mei Lee, Microsoft's global relationship marketing manager, said Go Direct will take a consultative role in the new project, targeting the public sector. She added that while Go Direct will take the strategic lead, local Microsoft offices will hire their own agencies to execute the programme at a local level. "We don't run regional campaigns. We don't have regional AORs, apart from our global alignment with McCann Erickson," Lee said.
Until January, however, Wunderman reportedly handled the bulk of Microsoft's regional below-the-line business (Media, 26 January).
Timing and implementation of the programme are still being finalised, said Lee.
