Microsoft's Geek Network

Microsoft's 'Geek Network' was an attempt to gain the attention of an audience of IT decision-makers who were not listening to advertisers.

Microsoft's Geek Network

JWT New York

Every planner craves the challenge of nailing a moving target. But what if your target cannot afford to listen to advertising? When the decisions you need to make cost $20,000,000 and affect the productivity and efficiency of every company employee, taking your cues from advertising alone is risky, to say the least. It is for this reason that IT decision-makers only listen to other people who either actually make, buy or use technology. In order to be trusted, we had to get inside their world and stay there. And that was our brief: Rethink...

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