Bing was Microsoft’s third venture into search. They needed to be successful but they were an underdog in the space and Google was clearly the leader.

We realized that when people search for something specific they often get lost in the links and find stuff they don’t really need. We raised this problem as if it was a disease that was sweeping the world, calling it search overload syndrome. The only real cure for this problem was Bing, the decision engine not a search engine.

Bing earned a place on Adweek’s and Mediaweek’s digital hot list of 2009 and 44% of consumers now consider Bing the new generation of search. Bing was also recognized in the 2010 Communication Art Advertising Annual.