Microsoft pours on empathy in record ad blitz

Elkin, Tobi
December 1999
Advertising Age;12/13/1999, Vol. 70 Issue 51, p2
Trade Publication
The article reports on the launching of the largest advertising campaign of Microsoft Corp. in December 1999. The initial print and television advertising campaign is built around the theme, The Business Internet. Executives say the concept embodies a commitment to helping companies find the business solutions they need. It represents the first significant new creative work from McCann-Erickson/A&L which became Microsoft's agency partner when the marketer consolidated its $300 million account in June. The campaign will incorporate the tagline, Where do you want to go today?, created by Wieden & Kennedy.


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