Microsoft Set to Name Minority Marketers

DALLAS Microsoft is expected to hire Lopez Negrete Communications to handle creative work targeted at Hispanics, sources said.

The Houston shop is currently negotiating a contract with the Redmond, Wash.-based software giant, sources said. At least four undisclosed shops participated in the review, sources said.

In addition, a selection is imminent in a separate Microsoft review for an African American shop, sources said.

Uniworld Group in New York has handled African American work for Microsoft in the past, but it is unclear whether the shop defended.

A Microsoft representative declined comment, stating that agency selections had not been finalized.

Lopez Negrete, which handles Hispanic advertising for Wal-Mart and Bank of America, among others, referred calls to the client. Uniworld could not be reached for comment.

Billings of the minority accounts are undisclosed.

Interpublic Group’s McCann-Erickson in New York and San Francisco handles general-market creative for Microsoft, which spent $300 million on advertising last year, according to TNS Media Intelligence/CMR. IPG’s Universal McCann handles media.