Microsoft is targeting senior business people with a major new
integrated campaign that positions the software giant as a mentor for
the digital revolution.
At the centre of the drive will be a quarterly customer magazine,
Digital Britain. This will be sent to more than half a million key
business people.
The magazine will also be inserted into the national press.
The publication and a series of other initiatives will tackle issues
such as e-commerce, customer relationship management and knowledge
management for directors without an IT background who want technology
explained in a business context.
Andrew Pickup, group marketing manager at Microsoft, said: ’Digital
Britain extends our reach beyond the heartland of IT
decision-makers.’
Later this year, Microsoft will host a series of Digital Britain Awards
to highlight the best use of IT in a business context, and Microsoft’s
new chief executive, Steve Ballmer, will launch a Digital Britain summit
for top business people.
The publication, through Caspian Publishing, will be backed by e-mail
marketing to 500,000 readers of The Financial Times web site and online
marketing through a new site, www.microsoft.com/uk/digitalbritain/.
Advertising support is through Euro RSCG Wnek Gosper, online activity is
handled by AKQA and media is through Mediapolis.
The Digital Britain programme is backed by seven Microsoft partners,
including BT, Cap Gemini and KPMG Consulting.
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