Microsoft Corp. tapped Happy Dog, a London brand consultancy, to develop the brand positioning for its forthcoming Xbox videogame console in the U.S. and Europe. Happy Dog will work with McCann-Erickson Worldwide, New York, the agency of record for the more than $150 million ad account. "Our brief is to do all the strategic planning that provides Xbox with a future-focused positioning," said Scott Walker, Happy Dog's CEO. There was no review; the budget for the project was undisclosed.
Copyright November 2000, Crain Communications Inc.