Microsoft Advertising


We went deep to understand Microsoft Advertising’s strategy, culture, customers and industry. We studied their competitors, out-of-category best-in-class examples and conducted interviews with internal teams, customers and stakeholders. Through our research, we identified the essence of Microsoft Advertising: Transformation. The essence was derived through the insight that they were constantly transforming to become the best version of themselves, unlock a world of new possibilities for their clients, change the advertising industry for the better, make the impossible possible and empower growth for all. With Transformation as the strategic core, we crafted a manifesto, positioning statement, brand pillars and purpose: “Innovate a new world of advertising possibilities to empower growth for all.” Additionally, we delivered a brand and messaging platform as well as tone-of-voice guidelines.

Michelle T Wu ©2024