In a significant shift in the advertising industry, Microsoft has awarded its global media planning and buying account to Publicis Groupe, ending its long-standing partnership with Dentsu. The account is estimated to be worth approximately $700 million annually.
The decision concludes a competitive review process that began in late 2025. Dentsu had managed Microsoft's media business for eight years, a tenure that has now concluded with this transition.
Publicis Groupe confirmed the win, stating the account will be serviced by its Starcom agency. The move represents one of the largest media account changes of the year and is a major strategic win for Publicis in the competitive technology sector.
Industry analysts note the shift reflects the ongoing consolidation of major advertising budgets among a handful of global holding companies. Microsoft has not publicly commented on the specific reasons for the change.
