MICROSOFT PREPARES CONVERGENCE CAMPAIGN
By Adnews Staff
Microsoft Canada is preparing a campaign that will run across a number of CanWest Global Communications and Rogers Communications properties. The campaign was arranged by M2 Universal. Called "Agility", it is aimed at business decision makers in medium-sized and large Canadian companies. Television, print and radio advertising will be used. Beginning this month, print advertising will run alongside a 12-part weekly editorial series called "Canadian Competitiveness" that will appear in CanWest's National Post, Vancouver Sun, Edmonton Journal, Ottawa Citizen and Calgary Herald newspapers. National Post Business Magazine will run a monthly profile called "Case Study". The campaign will also include what the company described as an editorial series in Rogers' Canadian Business magazine, an executive forum in Maclean's magazine and radio reports on all-news stations 680News in Toronto and News1130 in Vancouver. "We needed an innovative advertising approach to effectively reach senior executives," said Anne McKeon, senior communications officer of Microsoft Canada. "This campaign will certainly increase the awareness and understanding among the nation's decision-makers of Microsoft's commitment to deliver business-critical technology solutions."