Microsoft recruits Chief Wine Officers for global reach

When Microsoft wanted to extend its relationship with its Global Accounts in financial services, it turned to Riversix to create a pan-European campaign that combined market intelligence, relationship building and senior-level lead generation.

Microsoft's worldwide financial services team and global accounts organisation is responsible for managing and engaging with the largest and most innovative financial institutions. In early 2009, Microsoft decided to focus on extending its reach within its global accounts and develop new relationships with senior business decisions-makers and C-level executives.

The challenge

A key part of Microsoft's strategy was to deliver a pan-European campaign to ensure consistency across both countries and sales teams when engaging with their global accounts in financial services, with a specific focus on line-of-business solution sales. Based on its previous work with Microsoft UK, Riversix was chosen to run the European campaign.

Andrew Longstaff, worldwide financial services field marketing manager for Microsoft , said, 'We were introduced to Riversix by our UK financial services team who were already working with Riversix and its Chief Wine Officer subsidiary to get closer to C-level contacts in their UK key accounts.'