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Microsoft began its global advertising review with the aim of consolidating its business within a single ad holding company. In the end, however, the business was split between two: Interpublic Group and Dentsu, Microsoft said today.
That’s still fewer than the current four holding companies that have relationships with the technology giant (WPP Group, Interpublic, Publicis Groupe and Dentsu). Each company put forth a team to pitch Microsoft’s massive marketing services business, which includes traditional ads, direct marketing, digital ads and media planning and buying.