More Xbox for McCann

NEW YORK McCann-Erickson, which handles Microsoft’s Xbox account in the U.S., has added chores for the product in Europe, a client representative said.

European billings for Xbox are approximately $20 million, according to sources.

The business was moved on Friday without a review from Bartle Bogle Hegarty, London, which is 49 percent owned by Publicis Groupe, to McCann’s London office.

The work for Interpublic Group’s McCann consists of creative and strategic duties; IPG’s Universal-McCann handles Microsoft media worldwide.

McCann and BBH representatives could not be reached for comment.

The move was spurred by a global restructuring at Microsoft in which Xbox will no longer be run as a separate division, but integrated into the company’s overall corporate structure, sources said.

New York-based McCann handles Microsoft’s global corporate account and its MSN business, with combined estimated worldwide billings of more than $200 million.

McCann won the U.S. Xbox account in March 2000 and launched the video game later that year. The agency added Xbox duties in some Asian markets last year. The domestic campaign incorporates scenes from actual Xbox games. The Redmond, Wash., client spent $25 million on measured media in the U.S. last year for Xbox, per CMR. — with Michelle Jeffers