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March 27, 2009


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Ken Hansen

Microsoft hit a homerun when they picked CP+B last year, and I have loved the ads, including the weird Sienfeld-Gates "reality TV" spots. Last May Fast Company had Alex Bogusky on the cover, flip-flops and all, with the headline "Believe It Or Not He's A PC." Here's a link to the article.
I think one of the most important insights from this article is that the MAC loyals at CP+B who took on the Microsoft account turned their backs on their beloved Apple machines and dove head first into the deep end of the PC pool. They had to live the "I'm a PC" tagline in order to make it believable and I think they are succeeding! It's a testimonial to the need for a company to live the culture of its branding message.

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