£70m MSN ‘leading online media owner’ campaign

MSN, Microsoft’s Web portal, has announced a $100m (£70m) global campaign to promote itself as the leading online media owner.

The initiative – MSN Advantage Marketing – was unveiled last week by MSN vice-president Richard Bray. He described it as a “formalised worldwide programme for MSN’s digital marketing, focused on delivering comprehensive products, technology and services that provide better results for marketers.”

The new move sees MSN offering a limited number of exclusive marketing partnerships, giving “select companies and agencies the opportunity to take advantage of MSN Next Generation Ad Products and Microsoft’s ‘.Net’ services.”

Bray also said that Digitas was the first marketing agency to sign up. MSN’s US partners can take advantage of the programme almost immediately, while international partners will be included from autumn.

“MSN Advantage Marketing represents a significant effort to make digital marketing a ‘must-buy’ for companies in search of comprehensive and measurable direct response or branding campaigns,” says Bray. “As a company we have a rich heritage that will allow us to innovate on behalf of our customers to help them meet their business objectives.”

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