Black Cat wins Microsoft direct marketing account

Microsoft has added direct marketing agency Black Cat to its roster and briefed the agency to create its below-the-line sales promotional campaign for its home and retail division, which develops software such as Microsoft Office.

Black Cat’s first campaign for the software giant will launch in the early autumn and will promote Microsoft’s personal computer software in the run-up to Christmas. This will be followed by project work for the division, although arrangements have yet to be finalised.

Black Cat was previously unable to compete for the Microsoft account because it worked on IBM’s direct marketing business, one of Microsoft’s competitors. In particular, Black Cat worked on the direct marketing account for Lotus, which sold home office software. Lotus was later bought by IBM.

However, when IBM put its direct marketing account up for review, it ruled out Black Cat from repitching by specifying that it wanted a global agency; Black Cat is solely UK-based. Ogilvy One and Wonderman went on to win the IBM account.

Microsoft put its direct marketing account up for pitch in June. Other agencies on its roster include McCann-Erickson, which handles its global advertising, and ESH Brann, which manages aspects of its direct marketing business.

Nick Barley was appointed to UK marketing director in August.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here