Microsoft Tells Agencies What They Must Do to Win Its Coveted Global Account

Spends more than $1 billion annually in media

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Microsoft is in the middle of reinventing itself—and it wants the agencies vying for its global creative and media business to be open to change, too. 

 

The tech giant last year moved toward a more centralized operation, including its marketing functions. That shift triggered the global review, which is the biggest pitch in advertising right now.

Microsoft’s RFP (which Adweek obtained from a participant in the review) provides a detailed look at how the company aims to overhaul its approach to marketing—shifting from product-specific ads to broader consumer and business-oriented campaigns.

Microsoft is searching for an agency team that “optimizes talent, creates process and execution efficiencies, and gives Microsoft the best leverage in the marketplace,” the RFP stresses.

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