'More of the same' says Microsoft marketing chief following Windows Phone 7 launch
Microsoft will continue to use its ‘edgier’ marketing strategy across future campaigns, according to marketing director Philippa Snare.
Talking to The Drum, Snare has said that she is pleased with the tone of humour struck by the new Windows Phone 7 campaign, and hopes to continue to use the approach in future ‘that was my idea’ campaigns from the technology company.
“It’s something internally that we’ve always wanted to do, but because of the relationship we’ve got with the European Commission we are much more restricted in how creative we can be with our messaging than other people who aren’t necessarily scrutinised all of the time for monopolising power,” explains Snare, talking about the launch of Windows Phone 7.
Snare went onto discuss the marketing strategies the company has taken in recent times, as well as how it targets the more cynical, hardcore technology consumer.
To read the full interview with Snare, see the latest edition of The Drum or go to the MiNetwork website.
Microsoft is set to launch a £300m global campaign to promote Kinect, its motion sensor control system for the Xbox games console ahead of the Christmas period.
The first ads, created by McCann Erickson, are set to break on Thursday ahead of the release of the system on 10 November.