Microsoft Advertising Invites Marketers and Agencies to Join Global Creative Storytelling Contest

Redmond, WA – 31 January, 2012 – Microsoft today announced the launch of a creative storytelling contest – The Microsoft Advertising Story Awards (MSAs), which invites marketers from 30 countries across the world to submit a campaign idea for a brand or nonprofit of their choice using Microsoft Advertising’s storytelling platforms.

The contest is split into two stages – local heats followed by a global final – with local heat winners receiving various prizes depending on their market. Two global winners will then be crowned with winning the Global Microsoft Advertising Story Award for 2012, and awarded an exclusive VIP trip as Microsoft Advertising’s guests to the Cannes Lions Festival of Creativity 2012, taking place from 17th to 23rd of June 2012.

Marketers are asked to submit a hypothetical digital media plan and creative idea for the brand or nonprofit of their choice that addresses a ‘key business challenge’ for that organisation’s 2012 or 2013 calendar year. Unlike other industry award competitions, this contest doesn’t judge work that’s already been executed. Instead, it challenges marketers across the globe to tell a brand’s story using Microsoft Advertising technology and solutions – including MSN, Mobile, Windows Live, Xbox, Messenger, etc. – to solve real marketing challenges.

Local winners, judged by panels comprising some of the industry’s leading lights, will be announced on or around April 25th 2012. They will then progress to the global finals judged by an illustrious panel of advertising executives from around the world. Both global winners will be revealed on or around June 1st 2012.

We have selected judges who are known for their professional prowess and knowledge of storytelling around the world. David Sable, Global Chief Executive Officer at Y&R, will chair the global judging panel. Other judges are being confirmed for the global and local panels and will be announced once confirmed.

David Sable, Global CEO, Y&R, comments: “At the heart of every great campaign is a great, compelling brand story. The Microsoft Advertising Story Awards celebrate the perfect union of ideas with innovation. I am thrilled to be chairing these awards to begin to show digital innovation means much more than simply innovative technology.”

Successful entries will:

• Combine a strong creative idea with storytelling at its heart
• Use Microsoft Advertising’s storytelling assets innovatively within the media plan
• Place a strong emphasis on measurability and the extent to which the brand or nonprofit’s target audience could be been reached and influenced

Richard Dunmall, VP of Global Agencies and Accounts, Microsoft Advertising, comments: “The fragmented nature of today’s media landscape can cause brands to lose the clarity of what they are trying to communicate to their audience. This competition, and the focus of the wider Microsoft Advertising business, is about helping brands to step back from the clutter, and put storytelling firmly back at the heart of digital marketing. We look forward to making stars of the great minds behind it.”

Microsoft Advertising created a short video starring Felicia Day, actress and creator of ‘The Guild’ web series, to help brands better understand the advertising opportunities available to them when creating their entries for the contest. For more information on how to enter the competition, check out the Microsoft Advertising Story Awards website.

About Microsoft Advertising
Microsoft Advertising provides advertisers and publishers with media, tools and services designed to drive deep and profitable engagement with their audiences. This includes a global media network of Microsoft properties such as MSN, Windows Live, Xbox LIVE, and partner properties such as WSJ.com and Verizon. The Microsoft Advertiser and Publisher Suites simplify planning and management of campaigns and content, offering a range of services that help advertisers and publishers untangle the complexities of digital media and get more out of their marketing and content investments. Microsoft Advertising makes buying and selling media simple, smart and cost-effective across media and devices spanning 42 markets and 21 languages. Visit http://advertising.microsoft.com for more information.

About Microsoft
Founded in 1975, Microsoft (NASDAQ: MSFT) is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.

For more information, please contact:

Joe Walton
Phone: +44 (0)7903 275654
E-mail: jwalton@webershandwick.com