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Bing Takes Wing: Massive Campaign For Microsoft Search

  • Ad Age, Tuesday, May 26, 2009 11 AM
Bing is now the name of Microsoft's new search engine, whose launch will be backed by a giant $80-100 million ad campaign to include online, TV, print and radio. Agency is WPP Group's JWT.

Can Bing emulate iPhone's marketing success by seeking to redefine the possibilities of search itself? Growing search share based strictly on product attributes didn't work two years ago for a revamped Ask.com, which ran a $57 million campaign.

Sources tell reporter Abbey Klaasen that Microsoft won't go after Google directly the way it has recently been fighting Apple successfully with its PC Windows ads. But Allen Adamson of branding firm Landor Associates disagrees: "I don't think they can win this game with a better mousetrap. They have to compete with Google on a brand front -- there's no other way to skin this but go head on against the Google brand."

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