Microsoft Looks to JWT to Market New Search Engine - Agency News - Advertising Age

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Microsoft Looks to JWT to Market New Search Engine

Web Giant Expected to Spend Up to $100 Million in Bid to Win Share From Google, Yahoo

NEW YORK (AdAge.com) -- Can Microsoft market its way out of the search basement? Probably not, but it's going to try, entrusting roster agency JWT to craft a campaign for its new search engine, alternately dubbed Kumo or Project Kiev or Live Search, depending on who's talking about it.

Several screenshots of the interface have been circulating in the blogosphere, and an internal memo about the changes from Microsoft search chief Satya Nadella was posted by AllThingsD. The service is being tested and is expected to make its debut in the summer.

Industry executives expect JWT, part of WPP, to unveil an estimated $80 million to $100 million push for the new search engine in June, with online, TV, print and radio executions. Microsoft spent $361 million on U.S. measured media in 2008, the bulk of it devoted to brand advertising and smaller chunks to other Microsoft brands such as Xbox and MSN, according to TNS Media Intelligence data.

More work to JWT, Crispin

For years, Microsoft housed the bulk of its advertising budget at Interpublic Group of Cos.' McCann in San Francisco, but in the past 12 months, the software giant has been handing more and more work, existing as well as new assignments, to JWT and hotshop Crispin Porter & Bogusky.

Crispin last February was selected to take on a massive consumer ad campaign to boost Microsoft's cool factor, which in its latest iteration touts PCs' value vs. rival Apple's more expensive Macs. Crispin was also tapped to handle marketing for Microsoft's Zune digital player, work previously done by McCann.

Meanwhile, JWT has fast become the other favorite on Microsoft's roster. ...

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