LONDON—Edelman, which handled the launch of Microsoft’s gaming platform Xbox 360 in the United States, has now been awarded additional responsibility for Xbox in Europe, following a procurement and pitch process. Four agencies pitched for the pan-EMEA account, previously held by Manning Selvage & Lee. The work is scheduled to start in January 2007.
According to Paul Fox, European head of PR for Xbox 360: “We saw some terrific work and some strong strategies and great ideas from all four competing agencies. The Edelman submission had the edge given its depth of strategic insight and understanding of our brand and our needs, coupled with some outstanding creative work. In addition, the Edelman team line-up is especially strong and we are able to benefit further from Edelman’s position as our global partner and agency of record.”