IPG Mediabrands' digital arm, Reprise Media India, will be the digital media AoR for Microsoft India across display and search, following a global alignment. The business was earlier handled by WPP-owned Quasar and Publicis’ Performics. Lodestar UM has been handling the media AOR for Microsoft India for the past 10 years.
“This shift aligns India with Microsoft’s global move to consolidate digital media buying and search with UM,” said Shafalika Saxena, chief marketing officer, Microsoft India. “This year will be a game-changing year for Microsoft with the impending launch of a breakthrough operating system, Windows 8, coupled with exciting developments across our entire product portfolio. We look forward to working with Reprise Media and deepening our partnership with UM,” she added.
Anjali Hegde, chief executive officer, Reprise Media India, said, “This is the most significant thing that has happened to Reprise Media and we are really excited about the opportunity to work with Microsoft. It considers digital as a core and mainstream medium and that mindset allows a digital agency to push its boundaries of innovation and creativity – in short a dream client to work for.”
This new arrangement comes into effect from July 2012 and is expected to leverage global expertise from across the many markets where Reprise Media handles Microsoft’s search business. Pointing out an added advantage for Reprise Media India, Anamika Mehta, chief operating officer, Lodestar UM, said, “As a full-service digital agency, its offering extends far beyond search, into the realm of digital display, content and application. Reprise Media will complement the unique strength of Lodestar UM within the content space."