BMB wins Internet Explorer 9 creative

Microsoft has appointed Beattie McGuinness Bungay to create a UK campaign to promote the latest version of its Internet Explorer browser.

Microsoft: promoting Internet Explorer 9
Microsoft: promoting Internet Explorer 9

The agency picked up the project without a pitch and is developing a campaign called "full on", which will be digitally led and supported by outdoor executions.

Microsoft works with a range of creative agencies on its international business, including Crispin Porter & Bogusky, which creates its global Windows campaigns. However, it appointed BMB to adopt a more local approach to the browser launch.

Internet Explorer 9 was launched earlier this month and has new tools such as Pinned Sites and JumpList that enable users to put their websites directly on the taskbar.

Recent advertising from Microsoft includes a TV ad for Microsoft Windows 7, by CP&B, which was released in December last year and shows a woman digitally enhancing a photograph of her family.