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Young & Rubicam has won a pitch to develop Microsoft's next b-to-campaign, business which has been handled by Deutsch, which also competed for the latest initiative along with Crispin Porter + Bogusky. The shift is the latest since Microsoft evp of advertising and strategy Mark Penn joined the computer giant in 2012 and roster agencies have since vied for business through jump ball project assignments.
“It’s an effort to consolidate all b-to-b under a united campaign instead of different pieces under different silos,” said a source.
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