• Adweek, Friday, March 17, 2006 11:46 AM

Microsoft is gearing up for a major, $500 million advertising blitz to support the launch of a slew of new product lines. The effort will carry a "People Ready" banner and will target business decision makers ranging from department heads to CEOs. The product lineup includes Microsoft's new Vista operating system, new Office suite and Windows Mobile software. The campaign's central; message will be that Microsoft technology can help managers get their employees to achieve business goals. "This company was founded on empowering individuals," said Matt Ross, president of McCann Worldgroup in San Francisco and head of the Microsoft account. "It's now evolved to the point where we feel we can empower individuals to come together to meet the goals of the organization." TV, print, and Web site ads are included in the campaign, in addition to public relations, direct marketing and other initiatives. Microsoft also plans to dip its toes into interactive TV, running spots later this year through Dish Network and TiVo.

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