This year's DMF has a good line-up and I am going to be speaking about a campaign that my colleagues at MRM did for Microsoft. I never expected to EVER do a speech about Microsoft except maybe to say "by contrast, Microsoft...." but weirdly enough, in Romania this company is a pretty interesting case study of how a movement of projects, initiatives and courage managed to run under the all encompassing mother brand and make it glide along easier.
It's called "Repurposing the mammoth" and it will be minimally about what MRM did and a lot about how a feat of courage like accepting that campaign contributed to switching some perceptions.
Do you guys feel that in Romania Microsoft is moving along more nicely? Because maybe it's just me... and then I need to switch topics...
communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.