Microsoft reportedly shifts global media mandate to new agency

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Microsoft has reportedly shifted its global media mandate from Dentsu, to Publicis Groupe following a closed review.

According to media reports, Dentsu had held the massive account since 2018 via its media agency Carat.

Quoting anonymous sources, the media report stated that despite the loss, Dentsu is expected to retain its media mandate with Xbox.

Don’t miss: Dyson concludes global media pitch

MARKETING-INTERACTIVE has reached out to Publicis and Dentsu for comment.

According to COMvergence estimates cited in Ad Age, Microsoft spent US$700 million on media last year globally, reflecting the size of the business Publicis just won.

The loss for Dentsu comes as the network announced a restructure of its leadership, with Takeshi Sano appointed as global CEO, effective on 27 March.

Sano, who is currently CEO of Dentsu Japan and deputy global COO, has been with the Japanese network since 1992. Igarashi, who is stepping down as global CEO, departs after more than 40 years at Dentsu.

This also comes amidst reports that Dentsu is exploring the sale of its international business. According to FT, back in August 2025, insiders say Dentsu aims to have a clear roadmap by year-end. Options under consideration range from selling a minority stake to a complete divestiture of its overseas operations.

In other recent media-related updates, luxury fashion house Tapestry, Inc, parent company of Coach and Kate Spade New York, has appointed Dentsu as its global agency of record outside the US, effective immediately.

As part of the partnership, Dentsu will handle full media planning and buying for Tapestry’s flagship brands Coach and Kate Spade across APAC, Europe, the Middle East, Africa and India.

Meanwhile, Dyson has appointed Omnicom Media to handle its global media planning and buying duties following a competitive pitch last year.

The account is understood to be managed through a cross-agency model, drawing on expertise from multiple Omnicom media brands with an emphasis on data, identity solutions, and advanced analytics.

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