MICROSOFT MOVES ACCOUNT TO MACLAREN MCCANN
By Adnews Staff
Microsoft Canada, based in Mississauga, ON, is moving its advertising account to MacLaren McCann of Toronto. The move is part of a corporate decision to consolidate the company's creative and media planning with McCann-Erickson Worldwide. MacLaren McCann is the Canadian arm of McCann-Erickson. Microsoft has been working with McCann on its U.S. advertising for the past two years. Microsoft Canada's relationship with MacLaren McCann is effective July 1, 2001. The incumbent agency, Publicis Canada, held the account for the past year. As part of the move, MacLaren McCann will also pick up Microsoft's MSN assignment. The agency has previously been working with Microsoft on the launch of its Xbox game console this fall. Media responsibilities, previously handled by Publicis' Optimedia division, shift to M2 Universal, MacLaren's media arm, as part of the consolidation. Public relations for Microsoft Canada are handled by Hill & Knowlton of Toronto.