Commentary

Razorfish-Microsoft/Search Marketing/Bing

Razorfish
Microsoft/Search Marketing/Bing
http://wsjdigital.com/solutions/gallery/pushdown/bing/
Finalist Home Page Takeover

The goal here was to create high-impact experiences that introduced a new brand, Bing, to reinforce the benefits of the search engine with ample trial opportunity, and a clear call to action. To do that, a customer-centric approach was taken to spark awareness and interest among users and ultimately driving to trial of product. Appealing to key decision-makers in the business community, the creative stood out without seeming out of place on sites like The Wall Street Journal, The New York Times, and MSNBC where readers' aesthetic standards are high, and their patience for distractions are low.

 

Razorfish: Mark Waggoner, Group Creative Director; Tim Wolfe, Copywriter; Bill Karow, Art Director; Bob Thompson, Art Director; Nora Travis, Designer; Ken Songer, Developer; Jennifer Friese, Senior Vice President of Client Engagement; Emily Volpone, Senior Account Director; Tom Fox-Sellers, senior project manager, Razorfish; Caitlin Kaplan, Senior Media Planner; Shannon Light; Associate Media Planner, Universal McCann; John Marshall, Client Service Manager; Quinn McKee, Senior Account Manager; Joe Hartnett, Account Manager; David Niffin, Client Service Engineer; Matthew Martinez, Trafficker. JWT: Jeremy Postaer, Creative Director; Diane Epstein, Management Supervisor; Sam Walsh, Producer. Microsoft: Kirsten Ward, Director of Online Marketing; Maridette de Guzman, Advertising Manager; Liza Magee, Advertising Manager; Peter Cohen, CMG.

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