Microsoft Advertising Brand Identity
Challenge
With the introduction of an expanded advertising network, going well beyond the existing MSN properties, Microsoft needed to evolve MSN Advertising into a new global brand representing the true scale of advertising opportunities available through Microsoft. The process would involve the development of an entirely new Microsoft brand as well as a global “Go-to-Market” strategy. With competitors such as Yahoo! and Google already well-established in the marketplace, a successful brand launch was critical to the future success of the network. The company’s new website needed to serve as the cornerstone of communications and a key tool to build better relationships with customers. It also needed to become a big driver in revenue and leads for the Microsoft global sales team.
Solution
IDEA II provided Microsoft with a dedicated full-time team of 12 to help manage the development and launch of the new brand, which would be known as Microsoft Digital Advertising Solutions. With experts in marketing research and strategy, branding, information architecture, analytics, user experience, content development, as well as interactive and traditional design. the IDEA II team was involved in every phase of the development of the new brand, the “Go-to-Market” strategy and the complete redesign of the MSN Advertising global Web properties. They were also a key factor in the successful launch of MDAS in November 2006.
Result
Since the launch of advertising.microsoft.com, Microsoft has lauded the Idea II Team’s efforts as setting an industry standard for excellence in branding, communications and lead generation—while generating millions of dollars in revenue. Microsoft continues to rely on Idea II for the post-launch evolution of one of the company’s most significant new initiatives.