Global shops will fight over Microsoft TV brief

Microsoft's retained global agencies face a three-way shootout later this year as the computing giant seeks support for its TV division.

Microsoft: seeks support for Connected TV business
Microsoft: seeks support for Connected TV business

Edelman, Weber Shandwick and Waggener Edstrom will compete for the Connected TV brief, which inc­ludes all of Microsoft's TV and video-focused business.

A spokesperson for Microsoft said ‘one or more' of the three agencies would secure the global business, but dec­lined to give further details of the pitch itself.

‘The newly formed Connected TV business group is in the early stages of refining its public relations strategy and analysing its agency res­ources, which is common during transitions such as this,' said the spokesperson, adding that the company had no plans to review its UK-
only agencies.

The brief will be for global PR for all of the products and services under the Connec­ted TV umbrella, including entertainment software ­Media Center Edition and the Microsoft Mediaroom IPTV platform, which allows users to watch personalised digital TV on demand. The Mediaroom software is ­being trialled by service providers worldwide, having secured a contract with BT Vision.

Over the past few months pundits have speculated on a possible takeover of search engine Yahoo. The Guardian called the buyout Microsoft's ‘last chance' to challenge ind­ustry rival Google for advertising revenue (PRWeek, 21 February ). Microsoft came second in this week's annual Superbrands survey of top business brands, losing first place to Google.

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