Microsoft (NSDQ: MSFT) — which is in the midst of several high-profile ad campaigns — is reorganizing its marketing team. The company has created the position of chief
marketing creative officer, which is being filled by Gayle Troberman. Another executive, David Webster, has been named chief strategy officer. Troberman (pictured) had previously been in charge of creating Microsoft’s ad concepts, as the general manager of the company’s advertising and customer engagement team; before that, she had handled branded entertainment for MSN.
AdWeek, which first reported on the moves, says that it’s rare for advertisers to have chief creative officers — and notes that that the reorganization coincides with Microsoft taking a riskier approach to advertising (Think the vomit ad for Internet Explorer 8 or the pulled Windows 7 Family Guy special).
Here’s Microsoft’s statement on the moves:
“Microsoft will continue to focus on creating the type of customer experiences that both build its brands and deliver business results efficiently and effectively. As part of this effort, the company is realigning its central marketing organization to help successfully achieve that goal across a range of businesses, brands, audiences and geographies.” The company also says that the new structure “formalizes how the group has already been working for quite some time.”
Specifically, Webster is overseeing the company’s 2-5 year marketing strategy, while Troberman “ensure(s) we are delivering world-class creative in traditional ways and leveraging new approaches and platforms that lead the company into the future of digital, engagement based marketing communications.”
A sampling of Microsoft’s ongoing big ad campaigns:
Bing (Microsoft is said to be spending between $80 and $100 million advertising its new search engine):
Enterprise Software (This campaign reportedly will cost $150 million):