Microsoft retains agency for tech event

PCI Fitch has seen off competition from Jack Morton and Live Marketing to retain Microsoft’s Tech Ed Europe event – the continent’s largest fee-paying technology conference – until 2009. PCI will be responsible for delivering the convention, which showcases the latest Microsoft products to more than 7,000 IT professionals over a two-week period. The agency was asked to pitch for the business for the first time this year having been incumbent since 1993. PCI managing director Peter Cowie said the move was driven by procurement demands. "Microsoft is a changing organisation that is becoming much more financially aware," he said. "This event is unique in terms of its scale and the pitch was looking for an agency that could handle every element of the project – the logistics, creative, technical and marketing." The first event under the new agreement took place in Barcelona’s CCIB last month, and PCI has confirmed the event will return to the same venue next November. PCI Fitch also manages Microsoft’s presence at the ITU conference in Hong Kong and 3GSM in Nice. The Microsoft work marks the end of a strong year for the WPP-owned agency, which also picked up a retainer for British Airways’ events and ad hoc projects for HSBC and Nokia.

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