Shout wins expanded Microsoft HK account

"It has been an ongoing process for Microsoft Hong Kong to review with our marketing vendors to improve the effectiveness and strengthen our marketing excellence to the highest degree possible," said Microsoft Hong Kong PR manager Bridget Yau. Shout's brief covers all corporate and product PR, excluding MSN and the entertainment division. According to the agency's managing director David Ko, a lengthy evaluation process saw the client look at a range of communication factors. "The different criteria that Microsoft used to evaluate the pitching agencies included strategic thinking and creativity, media relationship management, quality of the team, cultural fit, writing and coaching skills, ability to collaborate and integrate with Microsoft, and quality of tools and budget management," said Ko. "Shout was able to satisfactorily demonstrate our ability to meet Microsoft's standards after a lengthy evaluation process that began in May with the RFP." Shout has been handling Microsoft work in Hong Kong for two years, including its corporate affairs and 'Realizing Potential' initiatives. "Shout has been working with Microsoft Hong Kong on a long-term basis on their corporate affairs and Realizing Potential initiatives for two years, so this expansion to cover the complete portfolio is a great win for us," said Ko, of the contract which will run for one year. Shout has commenced work on the contract, according to Ko, including press events for the release of Windows XP Service Pack 2 and the Hong Kong Computer and Communications Festival 2004. The company's plans to roll out its SP2 product upgrade for Windows XP have proved only mildly successful, with many corporate users choosing not the install to massive update. Microsoft's Windows XP product has proved an easy target for 'worms' and viruses. SP2 aims to strengthen the software and the company has, reportedly, diverted funds from the development of its next-generation operating system, codenamed Longhorn, in order to focus on the SP2 rollout. Microsoft's regional business is handled by Edelman.