If on the website of broadcast network RTL you want to see an episode of Dutch TV series Gooise vrouwen you can now first go through an interactive MS Office commercial (dc, Dutch). There are different versions. There is one version which you can just watch for several minutes, but there also is a version which requires you to click some buttons. You have to click, otherwise the commercial stops. At some point you ask yourself: why did I get here in the first place? In the unlikely case there are 'Gooise vrouwen' fans who still get a positive feeling about this totally unrelated product, who then visit the Office pages on the Microsoft website, then are shown a commercial for bra's there. Microsoft used to give direction to changes in the world, but since its strategy seems to be to just earn more money through advertising, it seems to hit a dead end in full force.

Instead of thinking advertising, projecting the old thinking in a new world, Microsoft should consider adding more value to the lives of people. For example by offering more services through Live Messenger and Spaces. Services that are so valuable, that people are willing to pay for them. At the moment there is not enough added value, so Microsoft feels it is forced to advertising. However, especially Microsoft has very good chances to develop a personal contract brand. On this website I have written a lot about Messenger and its chances for brands. Microsoft then does have to cooperate though. This is definitely not the right way.

• in Dutch