Ending a six-year relationship, MSN will move its online media-buying chores from aQuantive's Avenue A/Razorfish, consolidating all of its media buying with Interpublic Group's Universal McCann, reports AdWeek. McCann-Erickson is MSN's creative agency of record. Avenue A/Razorfish expects the move to be completed by the end of the quarter.

aQuantive said its Atlas Solutions will remain MSN's third-party ad server, and it would continue to provide web development, creative and analytics from Avenue A/Razorfish. aQuantive also said MSN accounted for less than one percent of its 1H05 revenue.

Avenue A/Razorfish handled the online ad buying for MSN's search engine launch this year.

The online and offline ad campaign has not succeeded in increasing MSN search market share, according to figures from comScore.