The rougher and readier cousin of Marketing magazine. You'll find ideas, gossip, commentary and a touch of cynicism as we flex our journalistic muscles beyond the constraints of our monthly mag.
Friday, February 06, 2009
Microsoft Advertising to focus on ROI, better creative
Microsoft Advertising plans to squeeze as much as it can out of its allotted budgets to maximize ROI, push the boundaries of creativity and offer deeper solutions to clients during the downturn, according to greater Asia Pacific general manager Richard Dunmall.
It’s a view in line with what we have been hearing from several industry bigwigs and creative top brains for sometime now.
Dunmall joined Microsoft Advertising, following the acquisition of ad network aQuantive, which he headed. He’s got fair amount of experience on the agency side, having worked as MD for MindShare Interaction UK and mOne UK, a digital and direct marketing offering set up by MindShare and Ogilvy.
I caught up with Dunmall when he was in Singapore and spoke to him about the new Windows Live, Microsoft Advertising’s plans to counter the downturn and much more.