Microsoft

Beth Featherstone, Dir. MS Games Division
Bill Nielsen, Dir. US Sub
Peter Moore, VP- WW Retail Sales & Marketing Home & Entertainment Div.
Mitch Koch, VP- WW Retail Sales & Mktg. Home & Retail Div.
Don Hall, Brand & Advertising Dir.
Eli Friedman, Group Marcom Manager

McCann Erickson *Lead Agency

Chris Coyne, VP- Management Representative
Jennifer Karayeanes, VP- Group Media Dir.
Lori Senecal, EVP- Dir. of Account Management- WW GM Tag Group
Neal Davies, SVP- Group Managing Dir.
Craig Markus, SVP- Group Creative Dir.
Kevin Nelson, VP- Statregic Planner

Universal McCann

Microsoft, with zero console gaming heritage or credibility, had no right to succeed in a category dominated by the all - powerful brands of Sony Playstation and Nintendo. Despite being late to market, and vastly outspent by the competition, Xbox displaced key established competitors to become the #2 global player and the #1 threat to Sony Playstation's market lead. Xbox effectively connected with consumers by showcasing its online capabilities and technological superiority over Sony. In 2004, Xbox, using an innovative strategy based on the "social" aspect of gaming, closed the gap with PS2 by 36% points and even outsold Sony Playstation by over 100K units in April 2004. This change has firmly established Xbox's goal to be the leader of video gaming entertainment.