Microsoft nears decision on new PR agency

Microsoft Gulf and Eastern Mediterranean will select a new external PR consultant from a shortlist of five candidates.

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By  David Ingham Published  August 16, 2001

Microsoft Gulf and Eastern Mediterranean (GEM) is close to making a decision on who will be its next external public relations consultant. No firm date has been set for an announcement, but it’s understood that Microsoft wants to make an appointment as soon as possible.

Microsoft will select from a shortlist of five candidates, believed to be (in alphabetical order): Asda’a; Bain; Impact Porter Novelli; MCS and Promoseven PR.

Microsoft and its previous PR partner, Spot On Public Relations, have gone their separate ways after four years. Both companies said the decision not to continue the relationship was entirely amicable and was agreed by both sides.

“Working on Microsoft’s public relations has been a lot of fun and we’ve had the opportunity to do some great work,” Carrington Malin, managing director, Spot On Public Relations, told

“Four years is a long time when you’re dealing with ‘Internet time’ and the agency has gained enormous experience from handling the software company’s PR over that period. It’s common practice for IT companies to review agencies every 2-3 years. Spot On declined the re-pitch for business reasons.”

Microsoft portrayed the move as entirely routine for a company of its size. “Microsoft uses public relations intensively as a business communications tool. This won’t change,” Layth Dajani, public relations manager, Microsoft GEM, told

“Microsoft has a policy of striving for continuous improvement and this means regularly reviewing how we do things. Our current structured review process is testament to just how seriously Microsoft takes the PR function.”

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