Under the leadership of Satya Nadella, Microsoft has done a major reshuffle at the company. Nadella will be tightening the focus that the sharp and most celebrated CEO of the world, Steve Ballmer, gave to the company with attack campaigns against Google. Nadella is appointing Mark Penn as C-level executive promoting him to the role of chief strategy officer.
Mark comes from a political back-ground and was senior adviser to President Bill Clinton and UK Prime Minister Tony Blair.
In an internal memo sent to Microsoft employees Nadella said that the core focus of company is going to be advertising and not software development. He clarified that by advertising he didn’t mean display advertising that Google is into. Under Mark, Nadella is setting up a new department which will get most budget and the core focus of the group will be to create anti-Google ad campaigns.
“We don’t need investment in better products. That has never been our strategy from the very beginning when this company was formed. What hasn’t worked for 30 years is not going to suddenly start working for us now. So while the company is going through a transition, our core values remain intact; we are sticking to what has worked for us,” said Nadella.
“Mark brings a blend of data analysis and creativity that has led to new ways of working and strong market outcomes such as the ‘Scroogled’ campaign and the Super Bowl ad, both of which were widely cited as examples of high impact advertising across the industry,” Nadella said. “His focus on using data to quickly spin anti-Google campaigns has driven new insights and understanding.”
Microsoft is expected to spend over $5 billion dollars on anti-Android and ChromeOS ads. Microsoft’s previous campaign internally called ‘MTP – Mess The Press’ has already started bearing fruits as even the most noted journalists now ‘recite’ that the company is making billions of dollars from Android, even if there has never been any proof.
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