McCann picks Bisher for Microsoft creative hot seat

420McCann has promoted New York office group creative director Mat Bisher (left) to ECD in charge of its newly-won global Microsoft account. Bisher is an art director who formerly worked at BBDO.

Bisher deserves his promotion (and, presumably, hefty rise) as such a job – acting as creative supremo on a huge account, especially one that is so vital to your holding company employer IPG – is one of the toughest gigs in advertising.

I was chatting to Neil Dawson, formerly of BETC London and now running his own show Dawson and Pickering, the other day about, inter alia, his stint in a similar role on Philips for DDB. He said it was a great job as long as you had ‘cover from the client.’ When the client changed, as happened on Philips after a few highly successful years, then the trouble started.

Bisher will certainly have his work cut out trying to bring some relevance and consistency to Microsoft’s advertising.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.