Chemistry wins £10m Microsoft

Microsoft has handed its &£10m direct marketing and customer relationship management (CRM) account to Chemistry Communications Group after a four-way pitch.

Chemistry beat Black Cat, Miller Bainbridge and Tullo Marshall Warren to scoop the business. Incumbent EHS Brann was knocked off the technology company’s shortlist at the beginning of the year, marking the end of a seven year relationship (MW January 9). The pitch was handled by Agency Assessments.

The company called the review last year after months of speculation on the account. Microsoft said it wanted a direct marketing agency that could also develop its CRM strategy.

The review was conducted by David Gregory, the marketing agency manager, and overseen by the UK marketing director, Nick Barley, who joined last August.

Last month, the company launched a multi-million dollar advertising and online campaign to support its new notebook computer, the Tablet PC.

Earlier in the year, it appointed Black Cat to handle sales promotion projects for its home and retail divisions, which ran in PC World.

Chemistry specialises in CRM, but earlier in the year it acquired advertising agency Summerfield Wilmot Keane & Partners in a deal understood to be worth more than &£300,000 (MW August 8).

The company is considering a listing on AIM (the Alternative Investment Market).