Microsoft mobile decides on Waggener Edstrom

Waggener Edstrom has won the global brief for Microsoft's mobile comms business, taking over from incumbent Weber Shandwick.

Microsoft: hands global account to Wag Ed
Microsoft: hands global account to Wag Ed

The US $4m (£2.65m) brief focuses on North American work, but Waggener Edstrom's UK team will play a key role in the global orchestration of the account. Waggener Edstromwill collaborate with the agencies working on Microsoft mobile in the UK and EMEA.

Industry sources suggested a key part of the brief was promoting Windows Mobile, the system that allows users to download mobile versions of Windows software to handsets.

3 Monkeys will continue to handle all of Microsoft's UK PR for mobile as part of its recently won consumer PR brief, while Weber Shandwick will handle some mobile as part of its pan-EMEA brief.

Heather Knox, Microsoft director of corporate comms for EMEA, said there would be
some joint working: ‘There will likely be heavy involvement by the global agency on a
big European event such as Mobile World Congress, so in that case they will partner.’

However, there is growing speculation that Weber Shandwick is fighting to keep a grip on its mobile business. Microsoft is simplifying its PR offering and is currently holding a pitch for its consumer and online business, which includes consumer mobile.

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