Burrell Communications Group has forged a groundbreaking partnership with Microsoft to reimagine how the tech giant shares the stories of its employees and workplace culture. This new collaboration aligns with Microsoft’s 50th year of innovation and showcases Burrell’s expertise in multicultural and people-focused marketing.
The partnership marks a significant milestone for the agency, which has experienced a transformative year following its acquisition by a private equity firm in late 2023 and the appointment of a dynamic new CEO and leadership team. This collaboration with Microsoft underscores Burrell’s reputation for delivering innovative, culturally resonant campaigns for Fortune 500 companies.
A People-First Approach to Storytelling
Burrell’s mission for Microsoft is to design a year-long marketing campaign that highlights the diverse voices of its global workforce and reflects the company’s rich, inclusive culture. The strategy leverages Burrell’s deep expertise in cultural segmentation to craft stories that resonate across communities and demographics.
“We were very intentional about presenting our creativity, backed by data-driven cultural insights, to Microsoft,” said Tara DeVeaux, CEO of Burrell Communications Group. “People don’t live or think in silos. Every community navigates the world in unique ways and deserves to be recognized, embraced, and understood. This intersectional perspective is central to our work and positions us as the ideal partner for Microsoft in crafting this new approach.”
Burrell’s cultural segmentation study—a cornerstone of the agency’s strategic framework—provided the foundation for their campaign proposal, emphasizing the nuanced identities and interconnected experiences of modern audiences.
Microsoft, a global leader in technology, recognizes the importance of reflecting authenticity in its communications. By partnering with Burrell, the company aims to amplify the voices of its employees while celebrating their contributions to Microsoft’s legacy of innovation.
“We’re energized to be working with Burrell Communications Group and tapping into their marketing expertise,” noted Amanda O’Neal, Senior Director of Multicultural Communications for Microsoft. “Burrell has a proven track record of helping brands connect authentically and creatively. We’re excited to tell the stories of our employees around the world and showcase the human element behind Microsoft’s innovation.”
A New Era for Burrell
The partnership caps an extraordinary year of growth and reinvention for Burrell Communications. Under new ownership and leadership, the agency has continued to expand its influence and capabilities, securing high-profile clients like Microsoft. The collaboration reflects Burrell’s commitment to pushing boundaries in multicultural marketing and driving meaningful, people-centered campaigns.
As Microsoft embarks on its 50th year, this partnership with Burrell is poised to set a new standard for how global companies highlight their culture and the individuals who drive their success. Together, they aim to create a campaign that inspires, connects, and sets the tone for the future of storytelling in the corporate world.
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