LAST CALL: WagEd, MSN really take off on July 4th

The holidays can be very difficult for those in PR.

Waggener Edstrom and its client, Microsoft's MSN, faced a problem on

July 3 when the company's Instant Messaging service was cut off to

millions of users.

Unfortunately, the ill-timed July 4th holiday prevented any information

being posted on the site until July 5. "In this instance we should have

posted something as soon as possible," said Kathy Gill, WagEd account

manager, confessing the slight mishandling.

The story rang some bells, however. Wasn't there an agency who actually

took advantage of the slow news over Memorial Day weekend on behalf of a

client who wanted to respond to AOL's price hike? And didn't PRWeek put

that story on the front page, praising the nifty move?

A quick check gave a positive result. The client? MSN. The agency? Yup,


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