Microsoft buoys MSN with record consumer foray

Elkin, Tobi
February 2000
Advertising Age;2/14/2000, Vol. 71 Issue 7, p4
Trade Publication
This article reports the launch of the marketing campaign for the MSN online brand of Microsoft Corp. as of February 2000. The $150 million campaign comes as Microsoft struggles to boost the number of MSN subscribers, strengthen bonds with consumers and soften its overall image amid an ongoing antitrust suit. The multimedia campaign by McCann-Erickson Worldwide recasts the MSN brand as the Everyday Web and gives it a new logo and butterfly icon. Design by FutureBrand, the icon symbolizes MSN attributes--simplicity, accessibility and empowerment, according to Deanna Sanford, lead product manager for MSN. The campaign includes television, print and Web advertisements.


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