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With a new management and creative team in place, McCann-Erickson/A&L is ready for its most ambitious job yet: rebranding a household name.
Microsoft last week kicked off a $150 million global campaign—its single biggest adver tising outlay since the launch of Windows 95—for MSN Explorer, a Web browser intended to compete with such services as America Online. The browser is designed to let users listen to music, access e-mail and more.
McCann, lead agency for the $300-350 Microsoft business, will unroll more Explorer work in the coming weeks.
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