- Andrew McMains

NEW YORK Microsoft's decision last week to award an estimated $300 million global creative assignment to the two-office, domestic-only Crispin Porter + Bogusky further underscores the increasingly commonplace notion among global clients that agency size doesn't matter and a great idea can come from anywhere.

Like Nokia and LG last year, Microsoft hired a relatively small shop to take the strategic and creative lead on a significant global assignment. Also in 2007, Ford shifted its $150 million global Volvo account from 233-office Havas' Euro RSCG to the team of Havas' Arnold, which does not operate outside the U.S., and independent Nitro, which has five offices worldwide.

The trend of smaller shops grabbing global business appears to be driven mainly by client desire to engage so-called creative hot shops, said consultants. "For the most part, more of the daring work is coming from the smaller agencies -- the Crispins and the BBHs of the world," said Ann Billock, a principal at Ark Advisors in New York. "I also think that it's not just daring work to be daring. It's really smart, daring work."

But would a Microsoft have hired a Crispin say, five years ago? "No, of course not. It would be out of the question because they would be afraid," said Peggy Mitchell-King of Aquent Consulting here. "Remember, others have done it. There's a precedent. Also, they need to have their image be cutting edge."

Last July, Nokia hired the London office of Wieden + Kennedy to lead global creative efforts for its mobile phones division, which spends about $120 million annually. Wieden bested WPP Group's JWT and Mother. (However, Nokia also hired the 200-office JWT as its global network for distributing and adapting Wieden's ideas and work.)

More recently, LG in December named the six-office Bartle Bogle Hegarty as lead creative agency for global brand image advertising after a review. Other contenders for the estimated $300 million account included DDB, which pursued the mobile communications piece, and Publicis Groupe's Publicis. But, as with Nokia, LG also named a network for adaption and distribution: WPP's Young & Rubicam, with 182 offices worldwide.

"A lot of these agencies that are considered creative boutiques have grown up," Billock said. "And what you find is that it's actually easier to work with these companies because everything is inside . . . They partner [with other shops] for some executional elements. But primarily for their thinking and their creativity, it's all inside."

Microsoft will continue to use Interpublic Group's McCann Erickson as its lead network and Universal McCann will handle media duties for Crispin's work. Earlier contenders for the assignment included McCann and JWT in New York; both were eliminated in December. In making the hire, Microsoft cited the Crispin executives' "strategic approach, the strength of their creative ideas and the passionate and diverse team of people at the agency."