AdAge is reporting that Microsoft has decided to switch ad agencies for both its Bing and Office accounts, both of which previously had been the domain of JWT. According to AdAge:
Microsoft last week was mum on the reason for the agency changes, which JWT CEO Bob Jeffrey decried as unfair and anger-inducing. And more are said to be on the way, particularly relating to Windows Mobile, which is handled by CPB.
CPB is Crispin Porter + Bogusky, the ad agency that created the “I’m a PC” (and Seinfeld) commercials. According to GeekWire, CPB is poised to begin a new phase of the “I’m a PC” campaign, as of May 9, with new TV spots focused on pushing Windows 7 PCs. CPB currently is the lead agency on Windows Phone.
The latest Microsoft ad-agency shift comes just weeks after Microsoft announced that long-time marketing chief Mich Matthews would be retiring this year, and Chris Capossela would be replacing her.
Microsoft officials confirmed on May 9 that JWT will no longer be handling the Bing and Office accounts. A spokesperson said Interpublic’s Deutsch will be adding the Office account to its Microsoft commercial work. “As a business best practice, Microsoft regularly evaluates its agency mix to ensure we retain the most qualified partners for our business needs. WPP remains a valuable partner,” said the Microsoft spokesperson.
While JWT was fired from the Bing account, the numbers suggest its advertising for the search engine, which it handled since May 2009, has been successful. Since then, Microsoft’s share of search has shot up from 8% of the overall market to 14%, according to ComScore, and it appears to be taking share from Yahoo and AOL.