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BtoB

Microsoft readies campaign for search engine Bing

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New York—Microsoft is preparing to launch an $80 million to $100 million ad campaign for a new search engine called Bing, according to Advertising Age,a BtoB sibling publication.

The campaign will be developed by WPP Group’s JWT, New York.

According to Ad Age, the campaign will include TV, print, online and radio, and will attempt to redefine search. The ads will not specifically go after rival Google, according to people familiar with the campaign.

Microsoft could not be reached for comment by deadline.

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