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January 22, 2006

Microsoft plans ads to fix “huge American” image

Posted by David Hunter at 1:18 PM ET.

Rebecca Barr at Bloomberg News:

Microsoft Corp., the world’s biggest software maker, will spend $120 million a year on an advertising campaign to fight its image as “a huge American company.”

The campaign, using television, print and the Internet, highlights Microsoft’s education and economic development projects in 32 countries, including France and Taiwan, according to group advertising manager Mike Lucero.

“We are often perceived as a huge American company,” Lucero said Friday in an interview.

“We wanted to be very specific about what we are doing in each country in education, innovation, economic opportunity and security,” he said.

Details on the placement by following the link. The ads have already started running in the USA, but it’s supposed to be a global campaign. Roughly one third of Microsoft’s revenue comes from outside the USA and over one third of the employees are non-US.

Filed under General Business, Governmental Relations, Public Relations

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