Magazine article Marketing

Microsoft Targets 'Love' Via UK Training Scheme

Magazine article Marketing

Microsoft Targets 'Love' Via UK Training Scheme

Article excerpt

Technology company plots programme to drive 'brand love' among consumers.

Microsoft is seeking to boost 'love' for the brand in the UK by addressing the lack of technology skills in the jobs market.

The software and online services brand plans to launch a scheme in the style of its 'Elevate America' programme in the US, at a time when skills and training have become a hot topic in UK politics.

Microsoft launched Elevate America in 2009, in partnership with non-profit organisations and the US government, as a way to help individuals acquire the technology skills and training they needed to find employment.

A source familiar with the matter claimed that Microsoft 'isn't loved in this country', so it wanted to 'generate some brand love' through the scheme.

It is understood that Microsoft's UK marketing organisation has held a pitch with agencies to generate ideas about how to create and launch a similar scheme here.

It is not yet known whether the programme will carry the Elevate name or be given a fresh identity. …

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