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Microsoft and IBM Move Accounts

Time: 02:12 EST/07:12 GMT | News Source: Bink.nu | Posted By: Joshua Baer

Two technology giants, IBM and Microsoft, are reassigning promotional accounts with spending estimated at more than $500 million, decisions that underline the increasing importance of marketing communications outside the realm of traditional advertising. The accounts being awarded by International Business Machines and Microsoft to agencies owned by the Interpublic Group of Companies and the WPP Group cover assignments unrelated to producing television commercials, print advertisements and billboards. Rather, the work is primarily centered on what is known as customer relationship management - that is, efforts to strengthen the loyalties of current customers that can range from offers of free merchandise to invitations to sponsored events.