NEW YORK AQuantive said MSN has decided to move its online media-buying chores from its Avenue A/Razorfish agency to Universal McCann.
With the move, Microsoft’s MSN will consolidate its media buying with Universal McCann. Sister Interpublic Group agency McCann Erickson is MSN’s creative agency of record.
The shift, which Avenue A/Razorfish expects to complete by the end of the quarter, ends a six-year relationship for the agency. AQuantive’s Atlas Solutions unit will remain MSN’s third-party ad server, and the company said it would continue to provide Web development, creative and analytics from Avenue A/Razorfish, the company said.
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