Software Giant Names Minority Marketers

DALLAS Microsoft has hired Lopez Negrete to handle its Hispanic creative duties and Interpublic Group’s GlobalHue to produce African American advertising, the client said.

Sources estimated both accounts to be separately worth $1-2 million, though client manager of diversity marketing and communications Gayle Cruise said that figure is low. She did not elaborate.

Microsoft’s hiring of Lopez Negrete had been expected [Adweek Online, June 25].

Cruise said a total of 12 agencies gave creative presentations. WPP-backed Uniworld Group in New York has created African American and Hispanic advertising for Microsoft in the past, but it is unclear whether the shop defended.