The move ends almost six years with incumbent Manning Selvage & Lee and comes as MS&L director Dave Bennett prepares to join Edelman as regional client relationship manager (Microsoft).
Xbox head of comms Paul Fox is believed to have a close working relationship with Bennett and the appointment of Edelman to the Xbox business was tipped by PRWeek in October (PRWeek, 27 October 2006). Fox called in MS&L just six months after joining Microsoft in 2001 and has worked closely with Bennett since then.
Edelman Europe CEO David Brain told PRWeek that was yet to be decided whether Bennett would be working in the Xbox team, which is yet to be finalised.
JCPR has worked for fierce Xbox rival Sony PlayStation for the past eight years. But it will cease handling pan-European comms for the games console within weeks (PRWeek, 13 October 2006).
Edelman will co-ordinate Microsoft's Xbox comms strategy across 21 European markets, with JCPR handling UK campaigns.
Edelman has a long-running relationship with Microsoft globally and, since August, has advised on Xbox comms in selected central and eastern European countries.
MS&L declined to comment.