I just found out that Microsoft hired Crispin, Porter + Bogusky to be their new agency. Apparently the objective is to portray Microsoft as a cool brand, opposed to the way Apple has characterized ¨PC¨in their "I'm a Mac, I'm a PC" campaign.
Desperate measure from Microsoft that despite of being a much bigger company than Apple, they have never achieved the loyalty and coolness the latter brand inspires.
Anyway, it'll be really interesting to see what can Crispin come up with, and we might expect a good advertising war here, from two excellent agencies, TBWA/Chiat/Day LA (via Media Arts Lab), and obviously Crispin.
Can they bring a brand with no soul to life? We'll see.
Click here to see the article on Ad Age.
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