Microsoft Shifts Its Office and Bing Creative Assignments Out of JWT | Adweek
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JWT Loses Most of Its Microsoft Biz

Retains Windows 7 in China, Brazil
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In a shuffling of agency assignments, JWT is losing most of its Microsoft business, which at its peak early last year supplied about $50 million in worldwide revenue to the shop.

The WPP Group agency will retain Windows 7 creative assignments in China and Brazil, which collectively represent nearly $10 million in revenue. Gone, however, are its Office and Bing assignments.

The business-to-business pieces of Office are shifting to another roster shop, Deutsch in New York. Microsoft isn't expected to do much consumer advertising for Office software in its next fiscal year, which begins July 1.

It was not immediately clear where Bing would land. JWT launched the brand in 2009, but Microsoft recently awarded a Bing project to Crispin Porter + Bogusky, another roster agency. The project is related to Bing's "social search" partnership with Facebook.

A Microsoft representative confirmed the Bing split, noting that Microsoft "regularly evaluates its agency mix to ensure that we retain the most qualified partners for our business needs." The rep, however, did not say where the business was heading.

Reacting to the shifts, JWT North American CEO David Eastman said: "It's difficult news to take because we feel that we've given our heart and soul to the brands."