In his column last week, Keith O'Brien questioned the strategy behind Microsoft's $300 million campaign with Crispin Porter & Bogusky to make the company cool like Apple. This week I talked to a source close to Microsoft who says the campaign is not about making Microsoft cool, but is about finding new ways to engage with consumers. That's definitely marketing speak some kind of rebranding, but my source declined to say more. But we can expect a significant PR component in this campaign and Waggener Edstrom will be involved in that effort, the source added.
Have you registered with us yet?
Register now to enjoy more articles and free email bulletins