Wieden gains some more Microsoft

Chiat/Day of Toronto will continue to handle country-specific campaigns for Microsoft Canada, both creative and media placement.But, Wieden & Kennedy, of Portland, Ore., will be used for all of the company's broad-reach advertising.Sandra Palmaro, Microsoft Canada manager of marketing communications, says...

Chiat/Day of Toronto will continue to handle country-specific campaigns for Microsoft Canada, both creative and media placement.

But, Wieden & Kennedy, of Portland, Ore., will be used for all of the company’s broad-reach advertising.

Sandra Palmaro, Microsoft Canada manager of marketing communications, says Wieden & Kennedy, the agency hired by Microsoft in the u.s. this past June, will be responsible primarily for tv campaigns, including 1995 product launches.

Wieden & Kennedy is behind Microsoft’s global campaign launched last month in six countries.

That campaign is designed to be the cornerstone for all of the software maker’s communications.

Variety of magazines

In Canada, the corporate tv campaign is being supported by advertising in a wide variety of Canadian magazines and Pixel Board ads in downtown areas of major centres, where available.

Media was placed by Media Buying Services and Bos of Montreal handled French-language adaptation.

Bos has a working relationship with Microsoft Canada agency Chiat/Day.

Starting in January, the new advertising look and theme will be used to launch products, although the company will not reveal how many, or discuss the actual products.

At that time, at least three product-specific spots will be added to the rotation, with another three to five expected by next June.