Microsoft gives Shandwick digital biz

SEATTLE: Microsoft’s Digital Media Division (DMD), an account Waggener Edstrom reportedly resigned last October, has handed its dollars 500,000 PR business to Shandwick.

SEATTLE: Microsoft’s Digital Media Division (DMD), an account Waggener Edstrom reportedly resigned last October, has handed its dollars 500,000 PR business to Shandwick.

SEATTLE: Microsoft’s Digital Media Division (DMD), an account

Waggener Edstrom reportedly resigned last October, has handed its

dollars 500,000 PR business to Shandwick.



The party line from both Microsoft and Shandwick is that the selection -

and the end of the DMD’s relationship with Wag Ed - evolved out of a

need for the entertainment contacts Shandwick brings to the table via

its affiliation with Los Angeles showbiz firm Rogers & Cowan.



But at least a few close to Microsoft and the Northwest PR scene said

there is more to the story than what made the press release. One source

hinted that the DMD/Wag Ed break-up may have involved a clash of

personalities - spurred primarily by a difficult client - rather than a

lack of capabilities.



Reportedly, when the account was resigned, Wag Ed declined to re-pitch

for the account due to its prior experience with the DMD group.



While the account may have been a nightmare for Wag Ed, the DMD seems an

ideal client for Shandwick/Seattle, which lost Microsoft’s dollars 5

million MSN business last September.



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