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Looking to expand client relationships and generate new revenue streams, Digitas last week signed up with Microsoft as the first agency partner in the software giant’s MSN Advantage marketing program.
Microsoft is initially investing $100 million in the overarching effort that targets global companies and large agencies with a mix of technology, marketing con-sulting and creative executions.
“It’s about using technology to deliver advertising to the right people,” said David Kenny, CEO of Boston-based Digitas. “Direct marketing and traditional advertising are going to converge here.”
The work could take the form of high-level management consulting, with Microsoft and Digitas helping CEOs and marketing executives design global strategies.
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