Microsoft, and its media agency, Universal McCann, held a pitch for a newspaper to carry advertising to support its Connected Business initiative that will target small businesses. The Daily Telegraph won after a head-to-head pitch against The Times.
Microsoft selected The Daily Telegraph for its "flexible" approach to creating solutions for the campaign. The newspaper's commercial development department, led by the strategic planners Gail Edmans and Richard Collins, put together a package of supplements and special reports.
Two Microsoft-sponsored supplements will appear in The Daily Telegraph on 8 March and 7 June. They will combine editorial with four pages of advertising. The first supplement will be followed by six special reports in the newspaper's Monday small-business section that will run alongside Microsoft strip ads. The Daily Telegraph will also provide direct-mail support, competitions and research.
Alastair Baker, the group director for small and medium business at Microsoft, said: "We wanted something different for this campaign. This is where the combination of supplements and special reports comes in."
- Headliner, p14.
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