In a major blow Ogilvy Public Relations has been dropped as the mainstream PR agency for Microsoft.

The agency, which last year was appointed to the Samsung account, has held the account for more than 25 years, initially via Howarth Communications and later via OPR.

Following an extensive pitch, Microsoft has chosen Herd MSL as their PR agency of choice.

Ogilvy PR retains Microsoft’s gaming business, including Xbox, which was not part of the tender process.

Commenting on the appointment of Herd MSL, Liz Greene, Communications Director, Microsoft Australia and New Zealand, said, “At Microsoft, our mission is to empower every person and every organisation on the planet to achieve more. As communicators, our role is to help people connect with our mission in a meaningful way and to help our customers understand the role that Microsoft and our products play in empowering every Australian to achieve more.

“Throughout the tender process the team at Herd MSL clearly demonstrated how they can deliver impactful communications and support us in bringing our mission to life. We can’t wait to get stuck in and do some great work together.

“I’d like to take this opportunity to thank the team at Ogilvy PR for their partnership, creativity and support over the last two decades. We’ve worked with some extraordinary people throughout that time and created many memorable campaigns together, all of which contributed to strengthening our brand in the Australian market.”

Herd MSL CEO, Skye Lambley, said: “Being appointed by one of the world’s most purpose-driven brands was indeed a moment of great pride for Herd MSL.

“Our purpose as an agency is to create conversations that change Australia. We do that by partnering with ambitious clients who want to make a difference. We are excited to partner with Microsoft to help them achieve their communications objectives, support their business growth, and to help build and protect their already strong brand in the Australian market.”

Ogilvy, which is known for their aggressive relationship with media organisations, have been known to black ban journalists for “not toeing the Microsoft party line” when it came to stories about the big US software Company.

A Herd MSL executive said, “The appointment will see Herd MSL supporting Microsoft in telling its story and purpose to empower every person and every organisation on the planet to achieve more through an integrated communications program”.

Herd MSL is owned by Publicis Groupe and is part of MSL – a global PR agency network with more than 3,000 consultants across 38 countries.

Their specialist brands in Australia include N2N for government, technology, B2B and corporate reputation, Fuel for consumer brand marketing and influencer and Touch for social, digital and content.

Among Herd MSL clients are Lenovo and Vocus.

The dumping of OPR from the mainstream Microsoft account follows the exit of several senior executives who were experienced Microsoft PR executives.

OPR’s chief operating officer, Graham White, left the business after 20 years in a restructure.

White held a number of senior roles across the Ogilvy PR business, including as MD of Howorth who initially won the Microsoft account along with Mike Howorth.

Also dumped by Ogilvy was former CEO Kieran Moor who worked extensively over many years on the Microsoft account.

She was known for spitting the dummy when things didn’t go her way.

Moor joined the Company in 2002 from Howorth Communications where she worked on the Microsoft account.

More to follow.