Interesting article in Fast Company on US advertising luminary Alex Bogusky. Much of the article hinges around his agency's recent acquisition of the Microsoft (consumer) advertising account.
The tenor of the article is: Can Bogusky, who apparently oozes cool to such a degree his employees have reported seeing a halo around him, inject some of the aforementioned cool into Microsoft. The article touches upon just some of the reasons why this is such a complex marketing problem to solve - and has some good insight from analyst Rob Enderle.
Microsoft has excelled at many things over the years, but has never really nailed great advertising (honourable exception to Xbox). If Bogusky really can fix this for Microsoft, an area where many others have failed, he'll have earned his saintly halo.
According to the article the new campaign will break in July.
Tags: Alex Bogusky, Crispin Porter + Bogusky, Microsoft, advertising