The agency has been charged with developing a core idea that will frame the way Microsoft Advertising is perceived by marketing and advertising professionals. Kenneth Andrew, marketing director of Microsoft Advertising in Greater Asia-Pacific, said this step followed the appointment of Richard Dunmall as general manager of Microsoft Advertising in Greater Asia-Pacific in October.
“We’ve invested in the region and looking to grow it,” Andrew said. “Sunshine is helping to tell stories that will help to increase our profile and footprint in Asia. This is not a rebrand and we’re not changing products - it’s just fine-tuning the messaging to make sure it works here in Asia with agencies and clients.”
He added that a timeline for the campaign had not been finalised but Microsoft aims to begin its roll-out in time for the Spikes Asia advertising festival in September.
“The core idea is to help people to understand that Microsoft Advertising is more than a technology-based organisation,” said Rob Campbell, managing partner and creative strategist at Sunshine. “We’re looking to move people to understand that it’s about the benefits and not just technical features.”
Sunshine won the account following a competitive pitch that included several branding agencies, Andrew said, adding that the agency will hold the account throughout Microsoft’s 2010 financial year.
Microsoft’s announcement comes as it prepares for the launch its search engine Kumo, which is positioned as the companion to MSN Live.
Kumo is set to be promoted through a major advertising campaign developed by JWT.
