Xbox's European budget moves to McCann

Microsoft has taken the European advertising budget for the Xbox games console away from Bartle Bogle Hegarty (BBH) and transferred it to McCann-Erickson.McCann was already responsible for Xbox in the USA and Asia. A Microsoft spokesperson explained that the move was motivated by the desire for a single global agency. BBH has won several awards with the Xbox campaign under the claim "Life is short. Play more" has won several awards (including Gold in Cannes). According to the British industry service Campaign, Microsoft is currently also reviewing its pan-European direct marketing, for which Agency Republic from the Omnicom holding company is responsible.