Microsoft Promo, Case study JACK & SUZY WELCH SHOW by J. Walter Thompson New York

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Industry Software & Multimedia Productions, SaaS, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United States
Agency J. Walter Thompson New York
Executive Creative Director Justin Crawford
Creative Director Tom Christmann, Chris Maiorino, Kash Sree. Walt Connelly, Mason Hedgecoth, Lisa Topol, Rob Omodiagbe, Tim Galles
Art Director Mary Warner
Copywriter Stuart Mickle, Larry Silberstein
Producer Andrea Curtin, Sam Walsh
Released June 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: MICROSOFT
Agency: JWT
Date of First Appearance: Jun 16 2009 12:00AM
Entrant Company: JWT, New York, USA
Entry URL:
Chief Creative Officer: Ty Montague (JWT North America)
Chief Creative Officer: Harvey Marco (JWT New York)
Executive Creative Director: Justin Crawford (JWT New York)
Creative Director: Tim Galles (JWT New York)
Creative Director: Tom Christmann (JWT New York)
Creative Director: Mason Hedgecoth (JWT New York)
Account Director: Beth Waxman-Arteta (JWT New York)
Account Manager: Michael McKloskey (JWT New York)
Producer: Andrea Curtin (JWT New York)
Project Manager: Melody Alexander (JWT New York)
Creative Director: Walt Connelly (JWT New York)
Copywriter: Larry Silberstein (JWT New York)
Copywriter: Stuart Mickle (JWT New York)
Art Director: Mary Warner (JWT New York)
Producer: Sam Walsh (JWT New York)
Information Architect: Priya Varadachary (JWT New York)
Production Company: (Reveille Productions)
Media placement: Display (Banners) - MSN, BusinessWeek, CIO, InformationWeek, LinkedIn, Metacafe, PCWorld, QuantUM, V - 16/06/2009
Media placement: Search - MSN, Google, Yahoo - 16/06/2009
Media placement: Pre-Roll (:15s) - Metacafe, PCWorld, The Industry Standard, BBE, Blinkx, MSN, QuantUM, YuMe, Veoh, - 16/06/2009
Media placement: Rich Media (In-Banner Video - Tremor Media, BBE, BusinessWeek, CIO, EWeek, InformationWeek, LinkedIn, Metacafe - 16/06/2009
Media placement: Syndicated Video (Either Short Or Long Form Video) - BBE, Blinkx, InformationWeek, Metacafe, PCWorld, Sourceforge, The Industry Stand - 16/06/2009
Media placement: Mobile (Long Form Video & :30s) - MobiTV - 16/06/2009
Media placement: Text - The Industry Standard, EWeek, PCWorld, Sourceforge, Tucows - 16/06/2009

Results and Effectiveness
In the first two weeks alone, we generated 6.7 million views. The average viewing time was 6 minutes, and Microsoft received a 25point positive perspective shift among viewers.

Creative Execution
Each dramatic episode takes you through a “Work-Out” - where Jack and Suzy bring a bunch of different people from the company together in a room and don’t let them leave until they’ve worked out their problem. It’s simple, effective and, frequently volatile creating an entertaining and engaging way to reach an audience of business and technology decision makers. The show is presented by Microsoft in partnership with Reveille Productions and is published by MSN on a custom website that includes bonus video content, interviews with business leaders and industry experts as well as blog commentary and Twitter feeds.

Insights, Strategy & the Idea
“It’s Everybody’s Business with Jack & Suzy Welch” is a totally new and interactive show that features high-profile companies facing a significant business challenge. With Jack and Suzy leading the charge, this no-holds-barred unscripted web series takes a hard look at the obstacles preventing success and presents strategies to help get these companies to the next level.