The win strengthens Edelman’s existing PR remit with the computer giant, which already includes corporate comms, as well as Xbox PR duties though consumer arm JCPR.
A number of agencies were approached by Microsoft when it kicked off the pitch, as revealed by PRWeek in May.
Agencies with existing relationships with the tech company and a number of agencies with no links to Microsoft were approached with the brief, which is estimated to be worth a mid to high six-figure sum.
Microsoft’s UK director of PR Nicola Taylor said that Edelman had ‘an outstanding pitch, a very strong team’ and ‘superb chemistry’.
Taylor observed that with the agency working across a wide range of Microsoft business, its work would be more integrated, but highlighted that throughout the pitch Microsoft was open to working with different agencies.
‘We saw outstanding agencies, which is a reflection of the strength of the agencies in the UK right now,’ said Taylor. She added that the breadth of Microsoft’s business made it hard to find an agency without conflict issues.
The work will be run by Edelman's technology practice, lead by MD Matt Hurst.
The appointment ends a ten-year relationship with Next Fifteen. The group's agency Bite, which was invited to repitch but declined, had worked on the business since 2009. Next Fifteen agency Inferno had held the account since 2003, until it was merged with Bite.
Bite MD Kath Pooley said: 'We have enjoyed working with Microsoft for the past ten years, but it was time to hand the reins to others. Edelman is a great agency, with a strong relationship with Microsoft.
'We declined to re-pitch and believe it was the right decision for our business. We’ve got an exciting year ahead having completed our merger and added some fantastic, innovative brands to our client portfolio. We wish Edelman and Microsoft well.'