Statement from Microsoft: “After a thorough review of several creative and strategic advertising agencies, Microsoft has selected Crispin Porter & Bogusky as our creative partner for an upcoming consumer marketing campaign,” It read.  “Crispin was chosen based on their strategic approach, the strength of their creative ideas and the passionate and diverse team of people at the agency.” 
 Specs:  

• *It’s estimated that spending on the account is $300 million or more.  *Microsoft spent almost $1 billion on measured and unmeasured marketing in the U.S. alone for 2006
• *Publicis Groupe’s Fallon was the other finalist in the pitch.
• *Other competitors previously eliminated - incumbent Interpublic Group of Cos.’ McCann Erickson, San Francisco and WPP Group’s JWT.

Final thoughts: Let’s see how my former employer brilliantly overcomes the continued humiliation Microsoft has withstood (ha!) at the hands of Apple in the Mac vs. PC campaign, which is quite ingenious, I might add. According to this adage.com article and Mr. Rob Enderle of The Enderle Group, “[The humiliation] is unprecedented in this industry…where one company makes fun of a competitor for a long period of time successfully,” he said.  “The last time that happened was when carmaker Isuzu poked fun of Porsche. But never did Porsche’s quality come into question, only that Isuzu presented a better deal, he said. How will this heavily creative shop, dominated by Mac users, come up with a convincing Microsoft rebuttle campaign. I don’t doubt Crispin’s savvy, but the MIRACLE will be to see how effective the new campaign will be.  This is Crispin’s defining moment. I’m excited to see the outcome!

Article Tags: Beneath the Brand | Crispin Porter + Bogusky | Kelliann McDonald | Microsoft | Talent Zoo
Filed under: Advertising, Campaign Critiques, Industry Gossip, Industry News, Miscellaneous