Documents leaked to AdWeek point to a new advertising strategy from the Redmond company, “shifting from product-specific ads to broader consumer and business-oriented campaigns,” the trade pub reports this morning.
The documents were given to agencies as part of Microsoft’s Request For Proposal (RFP) for a large portion of its advertising business. Microsoft centralized its marketing functions as part of its “One Microsoft” reorganization last year, and the company is making a similar change by moving to consolidate about 80 percent of its advertising business with one or two ad companies.
Microsoft spends about $1 billion on advertising every year, making the review the largest piece of business currently up for grabs in the ad industry, AdWeek says.
Satya Nadella, the new Microsoft CEO, last week named longtime Microsoft executive Chris Capossela as the company’s head of marketing, replacing departing executive Tami Reller, the former Windows finance and marketing chief. Capossela tells AdWeek that the goal is for consumers to “see a different kind of Microsoft than they have in the past.”
Prior to the latest management changes, Microsoft in February aired its first national Super Bowl ad campaign, focusing on inspiring people whose lives have been empowered by Microsoft technologies.