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Brand Journalism

Award: Wood Pencil

Wood Pencil / Digital Advertising / Digital Solutions & Use of Social Media / 2011

IT decision-makers are a particularly resistant target; they are not swayed by advertising alone. We produced content by creating a dedicated agency ‘news team’ to monitor everything said about Microsoft Enterprise Software on the Internet. They identify which conversations to be a part of and activate a blogger to speak on Microsoft’s behalf. We tapped into topics our geeks care about, published in places where crucial decision-making conversations happen.

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