May 25, 2009
Rumors have been floating for some time that Microsoft would be rebranding its Live search engine, especially after its acquisition of Powerset last summer. Although recently leaked screenshots implied the name might be Kumo, AdAge is reporting today that the new engine will be named Bing.
Along with the rebranding comes a reported $80 million advertising campaign spanning TV, radio, print and online, created by New York’s JWT advertising agency. The ads will try to convince consumers that although they may be happy with their current search engine (i.e. Google), they don’t know how good the experience could be.
How Microsoft plans to migrate its current users to the new domain remains to be seen. Certainly they will lose some of their users in the switch, but we think the move makes a ton of sense. Here’s why: