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Judy Elder says it was "a fight" to convince Microsoft's worldwide headquarters that a specific product launch could be supported in Canada. The company's head office in Redmond, Wash.--where all its software and other computer products are born--created an online resource called MSN Money for its Web portal, MSN. Although it was to launch in the U.S. and other geographic markets, "they had no intention of bringing it to Canada," says Elder, general manager, consumer group of Mississauga, Ont.--based Microsoft Canada.
The Canadian team "fought hard," says Elder, "and built a business case that was probably the most crisp ever presented by a worldwide office to get the cash investment from the U.S." Not only did the Canadian office win over the U.S., but MSN Money rolled into Canada this fall with a TV campaign developed specifically for the Canadian market. The humorous spots--created by the Toronto office of MacLaren McCann--feature financially clueless consumers, such as one couch potato who is sucked into buying a waffle maker off a cheesy infomercial. "Just because you're not always smart with your money," reads the tag line, "doesn't mean you can't be mostly smart with your money."
Welcome to Microsoft Canada, a branch subsidiary of a massive corporation that has the...