SINGAPORE - Microsoft has appointed direct response agency Go Direct to conceptualise a regional relationship marketing programme which will be executed locally by respective agencies.
Hui Mei Lee, global relationship marketing manager, Microsoft, said that Go Direct will take a “consultative role” in creating a new relationship marketing project, targeting the public sector. The programme covers Asia-Pacific, including Japan, Australia and New Zealand, and is expected to last a year.
Go Direct, who has worked with Microsoft before, received the project without a pitch. “We don’t have regional AORs,” Lee emphasised. “We appoint agencies on a project basis.”
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