{"id":716124,"date":"2026-06-05T03:58:08","date_gmt":"2026-06-05T03:58:08","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/716124\/"},"modified":"2026-06-05T03:58:08","modified_gmt":"2026-06-05T03:58:08","slug":"droga5-wins-global-microsoft-copilot-creative-account","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/716124\/","title":{"rendered":"Droga5 Wins Global Microsoft Copilot Creative Account"},"content":{"rendered":"<p><a href=\"https:\/\/www.bandt.com.au\/tag\/droga5\/\" target=\"_blank\" rel=\"noopener nofollow\">Droga5<\/a> has won the global creative account for Microsoft Copilot, expanding its remit with the software giant.<\/p>\n<p>First reported in Ad Age, Droga5 replaces Panay Films on the account as the large AI firms start to increase their marketing investment.<\/p>\n<p>The account is understood to be valued at between US$20 million (AU$28 million) and US$30 million (AU$42 million) in agency fees. None of the parties involved have confirmed the appointment publicly.<\/p>\n<p>Panay Films had been the driving creative force behind Copilot\u2019s highest-profile advertising, including a Super Bowl spot in 2024 and a follow-up during the 2024 Summer Olympics. The production company built its Microsoft relationship over more than a decade under former chief brand officer Kathleen Hall before her exit in 2024.<\/p>\n<p>For Droga5 and its chief executive Mark Green, Microsoft is already a familiar client with the agency Droga5 having worked across Xbox and produced creative work for Windows 11.<\/p>\n<p>The brief arrives at a critical moment for Copilot. The product has faced persistent criticism over confusing positioning and fragmented user experience.<\/p>\n<p>Microsoft has responded by pushing more money into paid media. Copilot\u2019s measured US ad spend climbed to US$133 million (AU$186 million) in 2025.<\/p>\n<p>B&amp;T has contacted Panay Films and Microsoft for comment.<\/p>\n<p>Join more than 30,000 advertising industry experts<\/p>\n<p>Get all the latest advertising and media news direct to your inbox from B&amp;T.<\/p>\n<p>\t\tSubscribe\n\t  <\/p>\n","protected":false},"excerpt":{"rendered":"Droga5 has won the global creative account for Microsoft Copilot, expanding its remit with the software giant. First&hellip;\n","protected":false},"author":2,"featured_media":716125,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[64,63,46065,183111,2577,105],"class_list":["post-716124","post","type-post","status-publish","format-standard","has-post-thumbnail","category-technology","tag-au","tag-australia","tag-copilot","tag-droga5","tag-microsoft","tag-technology"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/716124","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=716124"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/716124\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/716125"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=716124"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=716124"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=716124"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}