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AUDIO: Cannes Strategy Pushes Microsoft Deeper Into Ad Business
Massive Festival Sponsorship Sets New Threshold
Published on .
CANNES (AdAge.com) -- Microsoft has mounted a massive presence throughout the Cannes Lions International Festival site, bringing more than 170 delegates, 400 guests and a $10 million yacht for entertaining, explains Ad Age editor Jonah Bloom in this audio report. In what is clearly an effort designed to push Microsoft deeper into the advertising business, the company's booths, displays, banners and reps visually dominate the areas in and around the Palais. ALSO: Bloom humorously ponders the ravages of ad award addiction and wonders if some of the more obsessed delegates could do with a bit of psychological counseling to get their lives back on track.