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Creating a fresh pitch about an established product is a hard enough job. But what if a billion consumers already own the previous version of it? For David Webster, general manager and chief strategy officer for Microsoft’s central marketing group, that was the key sticking point as he and his team figured out how to market Windows 7.

Well in advance of the operating system’s October 2009 launch, Webster’s team knew the campaign would need both a high-impact message — and one that would build on the existing perceptions so skillfully set up by the now-legendary “I’m a PC” campaign.

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