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Microsoft
A New Legacy Begins

RAN IN: United States

CLIENT
Microsoft

Kathleen Hall, CVP of Global Advertising and Media
Deana Singleton, General Manager of Global Advertising
Carol Phillips Hutchinson, Director of Global Advertising
Steve Simmons, Director of Global Marketing
Michael Carr, Senior Media Manager

AGENCY
McCann New York *Lead Agency

Jason Kolinsky, SVP, Group Account Director
Rosemary Calderone, VP, Global Account Director
Todd Sussman, SVP, Group Strategy Director
Jim Hord, Executive Creative Director


Empower Media Team

Nicole Morgan, Global SVP, Group Director


Blk-OPs Media Agency


SUMMARY

This is not your father's Microsoft. That Microsoft didn't have to fight for market share because it invented the market. But within the Enterprise Cloud category, Microsoft had to earn its credibility against competitors who were born in the cloud. Microsoft's legacy was no longer an advantage. They had to build a new legacy and connect with modern CEOs building their own. So we cut through the category B.S with a docu-style campaign that drove a 13% uplift in leadership perception among Business Decision Makers.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: INTERACTIVE/ONLINE;OOH;PRINT;SOCIAL MEDIA;TV

Audience: C-Suite Executives, Men & Women

Objectives: Build brand equity

Type: Business-to-Business

Classification: National

Language: English