Microsoft B-to-B Travels to Deutsch

The Deutsch unit of Interpublic Group’s Lowe in New York has won Microsoft’s review of global creative duties on its business-to-business account, the tech giant has confirmed.

Sources identified the other finalists as Saatchi & Saatchi in New York, which partnered with sister shop Fallon in Minneapolis, and the incumbent, WPP Group’s JWT in New York.

Microsoft represents the first time that Deutsch and Lowe partnered on a pitch since the shops merged last fall.

Sources estimate account revenue at $10 million.

The win is big for Deutsch because, “Microsoft represents one of the most powerful global brands fueling business innovation around the world,” said Linda Sawyer, the agency’s N.A. CEO.

According to a Microsoft representative, “JWT remains an integral part of our world-class agency roster and will remain agency of record for the Bing and Office brands. Wunderman remains our global agency of record for relationship marketing.”

JWT has handled the business since 2008. Its first campaign, released in early 2009, married the voices of business leaders to still animation and introduced the theme, “Because it’s everybody’s business.” Subsequently, JWT used blogs and a Web program hosted by former General Electric CEO Jack Welch and his wife, Suzy, in an attempt to position Microsoft as a thought-leader.

The account put JWT on Microsoft’s roster of creative agencies. Since then, the agency has added creative duties on Bing and Office. Other Microsoft roster shops include MDC Partners’ Crispin Porter + Bogusky in Boulder, Colo. (Windows, Zune) and IPG’s agencytwofifteen in San Francisco (Xbox).