Microsoft sticks with Dentsu’s Carat for $1.5bn global media

Dentsu Aegis Network and flagship agency Carat has beaten off WPP’s Wavemaker, Publicis Groupe’s Starcom and Interpublic’s UM Media to retain Microsoft’s $1.5bn global media account. DAN has handled Microsoft since 2014. Omnicom didn’t pitch as it handles Apple.

Microsoft says: “After completing a review of our global media agencies, we are extending our relationship with Dentsu Aegis.”

Microsoft has been steadily reducing its global media spend in recent years, down from $2.5bn a few years ago. The company appears to be performing remarkably well in the post Bill Gates and Steve Balmer era, quietly getting on with building a big cloud computing business while still raking in the royalties from Windows, Word and its gaming business.

DAN has as good a record as any of the holding companies in terms of big global media pitches and will be especially pleased to retain one of its key accounts. Carat remains its main network although Vizeum has recently performed strongly in the US.

Microsoft creative is handled by m:united, part of IPG’s McCann.

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