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Microsoft Splits Media Operating System Between SMG, Incumbent UM

MediaPost, 3/21/11

Microsoft Friday ended a review resulting in the split of its $1 billion-plus global media services account between incumbent Universal McCann and Starcom MediaVest Group. Publicis’ SMG unit will handle the U.S. and Canada, while Interpublic’s UM retains 35 markets worldwide.

The account is an important flagship for reasons that go beyond its billing and fees, because Microsoft is both an influencer of cutting edge media, as well as a leading edge adopter of it.

Interestingly, both SMG and UM are two of the biggest Madison Avenue players utilizing the technological backbone of MediaBank’s enterprise software and media processing systems, though it was unclear whether that played a specific role in the outcome of Microsoft’s decision.

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