Account Move

Starcom scoops Xbox global media strategy biz from UM

Microsoft has awarded the global media strategy business for Xbox to Starcom, with the agency taking over the duties from incumbent Universal McCann.

The Xbox account will be run out of Starcom’s London office and covers 26 markets including the UK, US, Canada, France, Germany, Spain, Italy, Japan, Korea and Australia.

“Each business group within Microsoft is empowered to build teams for what is right for their business,” says Xbox global media director Caroline McNiel. “As a global brand, Xbox chose to structure the team in this way to bring unique focus to Europe.”

“The role of Xbox at the heart of the living room is set to grow in 2012 and our work will be core to bringing more consumers to this game-changing platform on a global scale,” says Starcom managing partner Hal Pearson, who will head up the account.

The Publicis Groupe-owned Starcom recently scooped Novartis’ $600m global media account from WPP’s MEC.

Jenni Baker, London