<P> In August 1995, the Times reported that the response to Microsoft's campaign in the advertising trade press had been "lukewarm" and quoted Brad Johnson of Advertising Age as stating that "Microsoft is on version 1.0 in advertising . Microsoft is not standing still . It will improve its advertising ." Microsoft's Steve Ballmer, then the firm's executive vice president, acknowledged that the response to the campaign had been "chilly". </P> <P> In June 1999, Microsoft announced that it would be ending its nearly five - year - long relationship with Wieden + Kennedy, shifting $100 million in billings to McCann Erickson Worldwide Advertising in a split that was described by The New York Times as mutual . Dan Wieden, president and chief creative officer of the advertising agency, characterized the relationship with Microsoft as "intense" and said that it had "run its course". </P>

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