Microsoft's "Spectacular" $300 Million Revue

Microsoft is trying to get itself back in the news. More specifically, back in the rankings. It spent more than $912 million on marketing last year, ranking # 45 on their list of Leading National Advertisers. And now setting its sights on being Number 2? They've got some sort of plan for the next 3-5 years, we hear, that  will go for increased share in web search, page views, percentage of total time online, and percentage of advertising dollars. I guess everyone's got to have a dream.

Ad Age writes of its new review for a "consumer-related creative assignment", worth $300 million. With that kind of money on the table, likely candidates will be agencies like McCann Erickson (their agency of record), Y&R, Crispin Porter & Bogusky, and the like. But what is that supposed to mean? That's like making an announcement for an innovative Internet technology. While you're at it, why don't you put an ad on Craigslist for local activity partner.

Although details of the proposed project were not immediately available, it is believed that the campaign will attempt to help Microsoft improve its image. When asked if it will be a way to get back at the popular Mac vs. PC campaign from Apple with its unflattering portrayal of Microsoft, one executive familiar with the situation said, "It may be."

Blogoscoped has a post called What if Microsoft had designed Gmail? -- a critique of some design choices Microsoft has made in the past. Of course, there is always someone who will point out the obvious - it's a hapless criticism. Like Jack, who throws the ball back, here.

So, all Microsoft-haters, New Media Douchebags, and industry observers, stay tuned for the revelation.

Comments

[sonya]

Image-wise, Microsoft will have to really work if they try to compete with the "hip and laid back" Mac attitude. We'll see how it goes...