Microsoft has appointed Publicis Groupe as its global media partner, after being with Dentsu since 2014.
The appointment, as reported by Ad Age, follows a closed-door review.
Dentsu is expected to continue to handle the media account for Microsoft-owned Xbox.
It comes after LinkedIn, also owned by Microsoft, migrated to Publicis last year.
The software company joins a list of major companies that have moved their global media business to the French-owned network in 2025. These included Paramount and Mars, as well as Coca-Cola in North America.
Estimates from COMvergence, cited by Ad Age, suggest Microsoft’s global media spend stood at approximately $700 million last year.
B&T contacted Microsoft and Publicis for comment who have both declined.
