There have been reports and rumours circulating for some time now about a new search engine that's being developed by Microsoft. Now Advertising Age reports that Microsoft have briefed their agency, JWT, to develop a new brand building campaign for the relaunched search engine, which may be called Kumo or retain the Live Search name.

The report suggests that the advertising push could be valued at US$80-$100 million to begin in June across online, TV, print and radio. Whether this spend will make much of a dent in Google's market dominance and halt the declining usage of Microsoft's search tool remains to be seen and even if the campaign does get people onto the new search engine to try it out, the experience will need to be something special to break the search habits of many web users.