Microsoft reviews analyst business in search for agency support

Microsoft is looking for a new agency for its lucrative analyst relations business. It is the latest in a series of reviews by the American technology giant.

Microsoft: moving forwards with Windows version 7
Microsoft: moving forwards with Windows version 7

The pan-European business is currently held by Metia. As PRWeek went to press, it was not clear whether the agency would get the chance to fight for the account.

Microsoft EMEA director of corporate comms Peter Devery confirmed the review and said Metia had held the business for more than five years.

A request for proposal has been sent to a range of agencies, including roster agencies Edelman and Waggener ­Edstrom.

‘They will shortlist two or three agencies before the pitch,’ said a source inv­olved in the process.

Microsoft’s industry analyst relations programme aims to provide resources to industry analysts that are involved in advising consumers on busin­ess and technology decisions.

In recent months, analyst coverage of Microsoft has foc­used on the possibility of a deal to acquire online giant Yahoo, after the company made an initial bid in early 2008.

A report released this week by Collins Stewart analyst Sandeep Aggarwal notes that the likelihood of a deal has receded, owing to pricing issues.

This year alone, Microsoft has held three major reviews, covering pan-European consumer, global mobile and its social media strategy. The company also hired British communicator Simon Sproule to head its global comms (PRWeek, 11 February).

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