A 'predatory' monopolist tries the old soft sell

Article Abstract:

Microsoft has tapped McCann-Erickson Worldwide to revamp its 25-year advertising approach with a focus toward TV ads featuring mothers and children. Microsoft general manager Mike Delman heads up the new consolidation of previously splintered parts. McCann-Erickson's $350 campaign is focusing on specific products in a brand-heavy message that also gives the company a perception of approachability. The test of the new approach will be if the company can turn around its negative image from the colossal antitrust suit.

MSFT

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New 3Com pitch will emphasize tech's dark side

Article Abstract:

3Com Corp. is responding to a growing resentment of high technologies' more obnoxious aspects with a $100 million campaign making fun of its own industry. Lowe Lintas & Partners have created TV ads using humor to show how technology can actually complicate people's lives. Corona Beer's ads also represent the backlash, or at least ambivalence to the almighty dot.coms. 3Com is hoping to reinvent itself after spinning off Palm Inc. and soon-to-go modem business.

Electronic computers, Electronic Computer Manufacturing, Computers & Auxiliary Equip, Computer industry, 3Com Corp., COMS, Lowe Lintas and Partners Worldwide, Lowe Lintas and Partners

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Advertising: After five years of high points and low, Microsoft drops Wieden & Kennedy for McCann-Erickson

Article Abstract:

Microsoft Corp. shifted an estimated $100 million per year account from Wieden and Kennedy to McCann Erickson Worldwide. Wieden had previously handled the U.S. ad campaign for Microsoft's Windows program and other software products. McCann Erickson will now add product promotion to its existing Microsoft corporate campaigns, starting with Windows 2000.

Use of services, New orders received, Account Activity, Wieden and Kennedy Inc.

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