Microsoft Corp. won't adapt the message, tone or overall approach of a $300 million brand push breaking next month because of a Nov. 5 antitrust ruling against the software giant. "The creative direction and messaging are all still very much about great [software] products that empower people," a spokesman said. A clue to its direction might be found in a gatefold ad, showcasing the company's Windows 2000 business products, running in the Nov. 15 Forbes
with the copyline "The/Business/Internet starts here." But Microsoft General Manager-Advertising Mike Delman characterized the ad from McCann-Erickson/A&L, New York and San Francisco, as "merely tactical."
Copyright November 1999, Crain Communications Inc.