What was previously code named Kumo will officially be called Bing. Microsoft is readying an $80 million to $100 million campaign for Bing, its new search engine that will take the fight directly to its larger competitors, Ad Age reports.
While the online, TV, print, and radio campaign won't name Google or Yahoo directly, everyone knows that's exactly where Microsoft hopes to regain some of its lost share of the search market -- with a revitalized offering.
JWT, which has been tapped for the campaign, has been hiring creatives to prepare for the onslaught.
