Report: MSFT To Spend $100M Promoting New Search BrandBy: Doug Caverly - April 2, 2009
Microsoft’s new search brand should be announced sooner rather than later, and when that day comes, it looks like the corporation is going to make sure people notice. According to a new report, Microsoft intends to spend as much as $100 million on an advertising campaign.
Kumo (or Viveri or whatever the search brand’s going to be named) should get a hand from ad agency JWT. Abbey Klaassen and Rupal Parekh stated late yesterday, "Industry executives expect JWT, part of WPP, to unveil an estimated $80 million to $100 million push for the new search engine in June, with online, TV, print and radio executions."
This seems like a good idea for a couple of reasons. First, Microsoft is badly in need of some brand clarity; an official April Fools’ Day joke (unveiling "MSN Windows Live Search on email@example.com") pretty well admitted this. Second, JWT is capable of putting out some eye-catching stuff; see the Smirnoff ad below if you want evidence.
JWT has worked with topnotch names including De Beers, Kraft, Nike, Rolex, and Vodafone, as well.
Still, Yahoo and Ask have experimented with ad campaigns before, and their effects were barely perceptible at best. Clever marketing of the brand relaunch won’t save Microsoft’s search share in the long term unless some genuine innovations are introduced at the same time.