Innis Maggiore Defends Microsoft Duties

SAN FRANCISCO Microsoft’s MSN is conducting a national review for its estimated $15-20 million direct marketing account, the client confirmed.

The incumbent, independent Innis Maggiore Group in Canton, Ohio, is participating in the review, sources said.

The Redmond, Wash.-based client is meeting with semifinalists this week and next for chemistry checks, sources said. The client declined to name the agencies under consideration.

Consultant Select Resources International in West Hollywood, Calif., is leading the search. SRI referred calls to the client.

“Direct is an important part of our business for acquisition [of customers] and especially from a retention point of view,” said Angus Cunningham, MSN director of customer relationship management. “And we want to provide the best possible product for our customers.”

A request for proposal was issued in April. Following chemistry meetings, MSN is expected to cut to four finalists. A decision is expected by early July.