The appointment will be a blow to McCann Erickson, which has in the past handled the bulk of Microsoft’s consumer advertising.
JWT’s US operation will create a campaign that will roll out first in the US with an adspend expected to be between $80 million and $100 million and, later this year, in other markets, including the UK.
The appointment builds on Microsoft’s relationship with JWT following the agency’s capture last year of its global business solutions account.
Microsoft’s most recent global campaign, "I’m a PC", was created by Crispin Porter & Bogusky.
Bing, which represents an attempt to challenge Google’s dominance in the search market, launched in Beta last weekend and is intended to be fully operational worldwide by tomorrow (3 June).
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