by Arun Sudhaman
SINGAPORE—Microsoft has selected Weber Shandwick as its single agency of record in Asia-Pacific, dealing a blow to its two other retained firms, Edelman and Waggener-Edstrom.
Weber Shandwick already handled the tech giant's regional consumer activity. It now takes charge of commercial/tech and corporate, previously handled by Edelman, and Waggener-Edstrom's analyst relations brief. The business also includes PR agency support for Microsoft's trade advertising business. The agency prevailed following a pitch against the two other incumbents, along with Ogilvy PR and Hill & Knowlton.
The business relates only to Microsoft's regional PR spend, based out of its Singapore HQ, and does not include any of its local accounts. It is understood that Weber Shandwick's combined brief is in the “healthy six-figure” range.
Microsoft regional corporate communications director Stephen Forshaw told The Holmes Report that Weber Shandwick was chosen because it presented "a compelling vision for our business' communications, based on a good understanding of our business requirements."
"We are honored by the confidence shown in us by Microsoft’s decision and I truly believe this is a reflection of the hunger and dedication of our account teams to deliver outstanding results in every aspect of the work they do," says Tim Sutton, chairman, Weber Shandwick Asia-Pacific.