Microsoft Corp. has centralized its customer relationship management responsibilities at two agencies specializing in customer contact: MRM Partners, the CRM arm of McCann-Erickson Worldwide and Wunderman, a division of Young & Rubicam Inc. The agency selection caps a ten-month review. The value of Microsoft’s CRM account is worth between $400-$500 million, according to a source.
The move marks the first time Microsoft has had strategic agencies of record handling its CRM business, according to John Kahan, general manager Microsoft’s corporate CRM group.
“We have done business with thousands of agencies over the years, but as the importance of communications to customers worldwide has grown, we felt it was necessary to align ourselves with world-class agency skills, in order to provide customers and partners with consistent, world class communications globally,” Kahan said.
The two agencies will share demand generation, awareness and loyalty initiatives, interactive and online advertising and collateral design and creative responsibilities.
Consolidating the CRM work will ensure that Microsoft delivers “consistent and relevant messaging, enhanced privacy and security with the goal of satisfying and delighting our customers around the world,” Kahan said.
The initial split of responsibilities is confidential, but efforts will be focused on seven key international Microsoft markets: The United States; Japan, Canada, the United Kingdom; France; German; and Australia.
MRM Partners Worldwide has worked with Microsoft on a decentralized basis for the last six years. “But this really steps up the relationship,” Pamela Maphis Larrick, the agency’s CEO said.
She also acknowledged that MRM Partners would be staffing up to handle the increased activity.
MRM’s parent company, McCann Erickson, handles Microsoft’s general advertising.
