Microsoft has reportedly shifted its global media mandate, estimated at US$700 million, from Dentsu to Publicis Groupe after a closed-door review, according to multiple media reports. Dentsu’s Carat had managed the account since 2018.
The account move marks a major win for Publicis and one of the largest global media transitions of the year. COMvergence estimates Microsoft’s global media spend stood at around US$700 million in 2025. Despite losing the core mandate, Dentsu is expected to continue handling media duties for Xbox.
The development comes during a period of change for Dentsu. Earlier this month, Takeshi Sano officially took over as global CEO, succeeding Hiroshi Igarashi after his four-decade tenure with the company. Reports also suggest Dentsu is evaluating strategic options for its international business, including a potential minority stake sale or a larger divestment of overseas operations.
While Microsoft represents a significant setback, Dentsu recently secured a major global assignment from Tapestry, Inc., the parent company of Coach and Kate Spade. Under the new mandate, Dentsu will oversee media planning and buying for the company across APAC, Europe, the Middle East, Africa and India, excluding the US.
The Microsoft move is part of a broader reshuffle across global media accounts. Earlier this year, Dyson appointed Omnicom Media Group to manage its worldwide media business through a model built around analytics and identity-led planning.