Magazine article Marketing

Xbox Moves Euro Work out of BBH into McCann

Magazine article Marketing

Xbox Moves Euro Work out of BBH into McCann

Article excerpt

Microsoft's Xbox games console has ended its turbulent relationship with Bartle Bogle Hegarty by switching its pan-European advertising business out of the agency and into McCann-Erickson.

The decision comes just 14 months after the console's launch, during which time BBH's advertising has won a spate of awards.

It gives McCann-Erickson a clean sweep of Microsoft's advertising business; the agency is the long-time incumbent on the company's main software account.

McCann is expected to formally take control of the Xbox work in the summer.

Its longer-term challenge will be to promote Xbox Live, the console's broadband gaming service.

As the decision was being confirmed last week, the brand's 'Champagne' spot won the Advertising Club of New York's Andy award, which recognises creative excellence from advertising across the world.

However, the execution, which had already pocketed the Cannes Gold award, was banned in the UK by the Independent Television Commission last June after the organisation upheld 136 complaints that the ad was offensive and shocking.

The ad showed a woman giving birth to a baby boy and follows a surreal sequence in which he shoots out of a window, ages rapidly as he travels at speed through the air before violently crashing into his own grave as an old man. …

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