- Microsoft is revamping its marketing business and is telling agencies what it is looking for in order to change.
- According to the RFP, Microsoft believes success will be found in a holding company model where 80% of the work is consolidated between one or two holding companies.
- Publicis Groupe, WPP, Interpublic, and Dentsu are all competing for the account, reportedly worth $100 million in revenue.
An account like Microsoft is irresistibly attractive to any agencies large enough to handle it. The move to consolidate into one or two holding companies means agencies have a lot to prove they can handle the responsibility. The shift could help Microsoft finally pull together a cohesive brand identity that still encompasses all of its products.