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NEW YORK IBM’s consolidation of global direct marketing duties at WPP Group’s OgilvyOne on Thursday was triggered by Microsoft’s decision to consolidate an estimated $400-500 million in global CRM duties at WPP’s Young & Rubicam Group and Interpublic Group’s McCann-Erickson WorldGroup, sources said.
The lead agencies on the Microsoft business will be Y&R Group’s Wunderman and WorldGroup’s MRM Partners, according to sources. Wunderman previously shared duties on IBM with sister shop OgilvyOne and could not have taken on Microsoft without giving up IBM.
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