The move means Bing joins other digital elites already based in the region including Media City, home of the BBC and ITV, as well as TalkTalk and Daisy Group among others.
Bing’s decision to open a dedicated presence in the North West supports the continuing rapid growth of the regional economy. And whilst the firm doesn’t pin its decision to choose Manchester as a base to the Northern Powerhouse initiative, the firm’s sales director Aaron McGrath told BQ that the exposure the regions had through the programme had alerted the Bing team to the opportunities locally.
The launch was marked with a bespoke event hosted at the Lowry Hotel in Manchester yesterday. Businesses across the media, marketing and advertising sector had the opportunity to hear directly from Bing’s leadership team, including UK head of sales Ravleen Beeston, on the business’ growth strategy.
The team are targeting clients who are existing search marketing users, rather than converting in those who don’t currently capitalise on this channel, and expect to begin growing their core team of five immediately. They’re seeking a city centre location, choosing not to co-locate in the existing Microsoft offices close to Manchester Airport.
The opening marks another milestone in the growth of Microsoft’s search advertising business within the UK, which today sees Bing hold over 17% of the market share, powering over 766 million monthly searches. And with a global team of 400, their eyes are firmly set on increasing that market share figure, putting themselves in a position where they understand the culture of the businesses they are supporting.
Aaron added: “Bing is a business that’s bigger than you think. Our mission is to empower advertisers to do more and as a result of our continued growth momentum within the UK, of which this latest expansion is an important milestone, we are even more confident on being able to deliver on this ambition.”