Microsoft finally axes Wieden, puts brand at McCann

Johnson, Bradley
June 1999
Advertising Age;6/21/1999, Vol. 70 Issue 26, p1
Trade Publication
This article reports on the decision of Microsoft Corp. to cancel its advertising account from advertising agency Wieden & Kennedy in 1999. Microsoft yanked its estimated $100 million brand advertising account from the agency, consolidating its estimated $230 million in U.S. advertising at McCann-Erickson Worldwide. According to Bob Herbold, executive vice president and chief operating officer at Microsoft, the decision to consolidate first came under discussion when the company decided to move television advertising from brand promotion to a mix of brand, product and solutions messages in the fiscal year beginning July 1, 1999, when the global budget is expected to rise about 6% to $425 million. According to Herbold, Microsoft concluded it would be more efficient and productive to consolidate.


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