Negotiations continued over the phone for a good month after I arrived back to the States. Windows 95 was a special launch and to help achieve our goals we needed a bold, on-strategy ad campaign. To be fair, I was a demanding client, but the stakes were high enough to justify reaching for perfection. They had a lot of creative ideas, but nothing seemed to be exactly on point, and I rejected two or three of the first concepts they presented. WK was well briefed, had a solid understanding of our goals, and was working hard. I had several team members who would work with our ad agency Wieden+Kennedy (WK) on the campaign, but it was my job to approve the initial concept that would guide the ad development.
Microsoft had never done a product-based television ad before, but we had a budget to do so for Windows 95. One of the ways we wanted to achieve that goal was via TV advertising. The high-level goal? To make Windows 95 a consumer phenomenon. I talk about this more in my book Strategy First.
#Windows 95 start software#
It was early spring in 1995 and the computer industry was already abuzz with electricity and expectation centered around Windows 95, a product that promised to transform the still nascent software industry and usher personal computers into the consumer mainstream.Īs the leader of the Windows 95 marketing effort, I developed the “E” marketing strategy: Educate, Excite, and Engage.
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