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NEW DELHI — Microsoft India has parted ways with Edelman following a competitive review of one of the country's key communications assignments.
Microsoft has chosen to bring in Genesis Burson-Marsteller to replace Edelman, which had led the account since 2014. The decision comes despite Edelman's global Microsoft relationship, and follows a pitch that involved some of India's top PR agencies.
Edelman had previously led the Microsoft India's consumer, B2B and corporate/citizenship remit. Perfect Relations, which also plays a role on the business from its Gurgaon office, has also been retained following the review.
Confirming the decision, Microsoft India corporate communications and citizenship director Gayatri Rath noted that the "lengthy" review helped the company "reassess what our partners can help us achieve," but declined to comment on how the business will be split between the two firms.
"We, of course, want to grow the brand in India and continue to tell our story," Rath told the Holmes Report. "We are expecting our current set of partners to help us tell our story better to our audiences in India."
Microsoft named new India leadership last year, when Anant Maheshwari joined from Honeywell. The technology giant is aiming to accelerate its India growth by increasing its focus on small-and-medium-sized businesses, as cloud computing and a government focus on digital adoption increase demand for its services.
Microsoft has chosen to bring in Genesis Burson-Marsteller to replace Edelman, which had led the account since 2014. The decision comes despite Edelman's global Microsoft relationship, and follows a pitch that involved some of India's top PR agencies.
Edelman had previously led the Microsoft India's consumer, B2B and corporate/citizenship remit. Perfect Relations, which also plays a role on the business from its Gurgaon office, has also been retained following the review.
Confirming the decision, Microsoft India corporate communications and citizenship director Gayatri Rath noted that the "lengthy" review helped the company "reassess what our partners can help us achieve," but declined to comment on how the business will be split between the two firms.
"We, of course, want to grow the brand in India and continue to tell our story," Rath told the Holmes Report. "We are expecting our current set of partners to help us tell our story better to our audiences in India."
Microsoft named new India leadership last year, when Anant Maheshwari joined from Honeywell. The technology giant is aiming to accelerate its India growth by increasing its focus on small-and-medium-sized businesses, as cloud computing and a government focus on digital adoption increase demand for its services.
