Microsoft targets new markets via Trimedia

Microsoft has drafted in Trimedia Harrison Cowley to ramp up growth in seven key emerging markets.

The agency is charged with raising the profile and take-up of the MSN and Windows Live brands among consumers in Turkey, Ireland, Austria, Switzerland, Portugal, Finland and South Africa.

The account is ongoing and may be extended to ­other countries during 2007. It will be run from the UK but there will be a local presence in each country.

Brian Kealy, Microsoft's consumer marketing and PR manager for EMEA foundation and emerging markets, said: ‘We include over 100 countries as our emerging and foundation markets, but we are specifically focusing on these seven. We believe they will provide us with the opportunities to develop our potential outreach.'

He added: ‘As well as formal press launches, we will focus on developing the marketing and PR infrastructure in each country. While our products are similar throughout the world, the environments are not. We want to tailor our strategies to the specific environments.'

The account was won following a three-way pitch and will be headed up by Zoe Harris, associate director in Trimedia's technology practice. The Red Consultancy, a fellow member of the Huntsworth group, will continue to represent the client on the UK and EMEA remit.

Red MD Andrew Baiden said: ‘When the client app­roached us we knew our sister agency had the local expertise required, so we introduced them to the client.'

Microsoft's intentions come as part of a global growth of online services and internet penetration.

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