The business was previously handled inhouse and was awarded without a pitch.
Xbox’s digital creative duties, currently with AKQA, are unaffected by the move.
Wunderman’s brief will be to target the game console’s existing owners as well as move into new markets. The agency will provide monthly direct mail updates and handle new game launches on a project basis. “Xbox is one of our global network clients. We are delighted to support this great brand in five new markets in addition of our existing relationships in Japan and Australia,” said Stephane Faggianelli, EVP of Wunderman Asia.
Xbox’s digital creative duties, currently with AKQA, are unaffected by the move.
Wunderman’s brief will be to target the game console’s existing owners as well as move into new markets. The agency will provide monthly direct mail updates and handle new game launches on a project basis. “Xbox is one of our global network clients. We are delighted to support this great brand in five new markets in addition of our existing relationships in Japan and Australia,” said Stephane Faggianelli, EVP of Wunderman Asia.
Ellen Bone, regional manager of Xbox Asia and Greater China, commented: “Wunderman demonstrated a strong passion and deep understanding of our market category. This helps us to connect and engage with our target audience and build long lasting relationships.”
Microsoft is also on a hunt for a new marketing chief in the region after losing Andres Vejarano, who spent five years with the tech giant’s Xbox unit based in Hong Kong (Media, 10 January).
