Microsoft’s seven-year relationship with EHS Brann is under threat after the US software company decided to review its estimated &£10m direct marketing business held by the agency. The company is lining up agencies to pitch for the account.
Microsoft says it wants a direct marketing agency that can offer an integrated customer relationship management (CRM) strategy. “Microsoft is focusing much more on customer and partner experience,” says marketing agency manager David Gregory, who is one of the team overseeing the pitch. The company aims to have a new agency in place by March next year.
EHS Brann was Microsoft’s lead direct marketing agency in the UK, although it works with others, such as Black Cat, Creative Direction and Tidalwave, on various below-the-line projects. Microsoft has invited these agencies, the incumbent and non-roster agencies to pitch for the business.
Microsoft’s global advertising business is managed by McCann-Erickson. Universal McCann handles media buying and planning. Media Contacts, part of Media Planning Group, handles Microsoft’s online media. Microsoft says its direct marketing review does not affect any of its other agencies.