Microsoft Australia has named digitally-focused shop, VML Australia, as its lead strategic and creative agency.
The business also works with McCann, with VML now being tasked with driving creative innovation across its brand, advertising and digital marketing efforts in this market.
VML will work across the entire Microsoft business and bring to it a “digital-first lens”.
Josephine Lanzarone, Microsoft Australia's CMO lead, said: “Our business in Australia is ever-evolving. We’re on a journey of not only ensuring more customers are using Microsoft products and services, but importantly loving their experience and the Microsoft brand.
“We look forward to a new approach and what we’ll accomplish in this space with VML as our lead agency as we apply a digital first creative focus.”
Aden Hepburn, managing director and ECD of VML Australia, said the agency looking forward to applying its thinking and capabilities for Microsoft in a space where there is so much innovation happening right now.
“This is a category we’re very passionate about as an agency, so it’s a great opportunity to partner with an incredible brand as some amazing new products and services are announced,” Hepburn said.
With the announcement of the appointment also comes the first piece of work, called 'Julia’s Flubble Machine, made with Office 365'.
The campaign story follows Julia, an eight year-old girl, as she brings the idea of gourmet flavoured bubbles to life, collaborating with designers, cake artists and even a professional bubbleologist along the way.
The campaign is realised through a series of content pieces, including the documentary-style hero film, and is supported across digital, social, mobile, outdoor and radio.
All of this will culminate in the Flubble Machine itself, which will be unveiled to the public at the Microsoft Flagship Store on Pitt Street in Sydney.
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