Media Contacts, the interactive marketing agency owned by MPG, has retained the online media planning and buying work for the UK subsidiary of Microsoft, despite the appointment of Universal McCann by the US parent to handle its worldwide offline planning and buying.
The global decision by Microsoft did not affect the media planning and buying for MSN and Expedia, which continues to be handled by MPG in the UK.
Media Contacts UK managing director, Simon Sadie, said: "Microsoft UK had indicated it would assess the online media element separately because it demanded highly specialist services.
"We're delighted they've decided to continue our relationship in the UK.
"Media Contacts was established because we realised interactive media needed to develop bespoke services that are different to those of offline media. This decision is an endorsement of that strategy."
It also emerged this week that Anthony Rhind has joined Media Contacts as director of strategy.
Rhind, who was an associate director at OMD, will be responsible for the development of Media Contacts' strategic planning services.
He will also be helping clients to improve the return on investment they generate from their online marketing.