- Eleftheria Parpis

NEW YORK Microsoft has moved creative on its Zune business to roster shop MDC Partners' Crispin Porter + Bogusky, the client has confirmed.

Crispin will handle a holiday Zune push set to break in the next few weeks, said Adam Sohn, the brand's director of marketing.

"They have a lot of credibility working with upstart challenger brands, and in the MP3 space that's what we are," battling Apple's far more popular iPod, he said.

Crispin, based in Miami, created the tech giant's attention-getting but controversial ads starring Bill Gates and Jerry Seinfeld, as well as the subsequent "I'm a PC" campaign. Those efforts support the client's Windows products worldwide.

Redmond, Wash.-based Microsoft spends about $40 million on ads supporting its Zune music player. T.A.G. had previously handled the assignment.