Microsoft shifts $700m global media account from Dentsu to Publicis

Microsoft has reportedly shifted its global media account from Dentsu to Publicis Groupe following a closed review. Dentsu had held the account since 2018 through its media agency Carat.

Despite the loss, the network is expected to retain its media remit for Xbox, according to reports citing anonymous sources.

Don’t miss: Dyson concludes global media pitch

The win represents a significant gain for Publicis. COMvergence estimates, cited by Ad Age, put Microsoft’s global media spend at around US$700 million last year. MARKETING-INTERACTIVE has reached out to Publicis and Dentsu for comment.

The move comes as Dentsu undergoes a broader leadership transition, with Takeshi Sano appointed global CEO, effective 27 March.

Sano, currently CEO of Dentsu Japan and deputy global COO, succeeds Hiroshi Igarashi, who is stepping down after more than 40 years with the company.

The account shift also lands amid ongoing questions around Dentsu’s international business, with reports suggesting the group is exploring options ranging from a minority stake sale to a full divestment of its overseas operations.

Related articles: 
IKEA Malaysia appoints new media agency
Coach and Kate Spade conclude global media pitch 
Dyson concludes global media pitch