Microsoft | Company Profile, Marketing Contacts, Media Spend, Brands
Microsoft is leading the world in computing software, operating systems, and solutions. The company is comprised of three core divisions: Business, Entertainment & Devices, and Platform Products & Services. Microsoft products are marketed all over the world and consist of Microsoft branded products that include business and office tools, servers, video games, Internet services, and mobile phone content.
|Main Telephone||0344 800 2400|
|Main Fax||0870 602 0100|
Microsoft ContactsContacts (5/64)
|Mark S.||Chief Technology Officer - Lift London||Berkshire|
Sample of Associated Brands
|Paul D.||Consumer Marketing Director||Berkshire|
|Neil T.||Vice President, Consumer Channel Group - EMEA||Berkshire|
|Rikke R.||Product Marketing Lead, Surface Hub||Berkshire|
|David P.||Product Marketing Director - Xbox||Berkshire|
|Microsoft Web Hosting||*|
|****||****** *||Media Buying, Media Planning||2014||present|
|*********||****** *||Media Buying, Media Planning||2014||present|
|********* ********||****** *||Media Buying, Media Planning||2014||present|
|********* ******||****** *||Media Buying, Media Planning||2014||present|
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Close Watch – Score 55: Microsoft UK CMO departs for Facebook as digital, millennial focus intens...
Subject: Mobile, B2B, Social Media, Digital, Gaming, TV, Cloud, Press, Outdoor.
Company: Microsoft UK
Opportunity: On the back of their , Microsoft is parting with 15-year company veteran and UK CMO since 2011, Ms. Philippa Snare, as she joins Facebook to head up B2B marketing in EMEA. It’s not certain who will replace her (we’ll know more soon), but the company promoted Mr. Mark Johnston from head digital marketer to director of marketing for SMB and partner this month.
Ms. Snare was a big part of overhauling Microsoft’s marketing strategy to incorporate more social media and both Gen Y and Gen X consumers, but caught Ben & Jerry’s marketing activity surrounding marriage equality, saying she didn’t want an emotional relationship with consumers.
Her attitude on the matter doesn’t sit well with the Millennial consumer mindset to whom Microsoft is trying hard to appeal. CEO Satya Nadella has discussed Microsoft’s focus on increased smartphone and tablet adoption and plans to raise advertising revenue with a mobile-first and cloud-first strategy.
The fiscal year ends in June, meaning they’ll start planning and reformulating strategy for 2016/17 in Q4 this year and Q1 2016, so reach out sooner than later. Keep this on your radar, agency readers, as we expect this longer-term opportunity will quickly become an Account in Jeopardy when naming a new CMO.
Focus on Search: In a letter to staff post the Nokia acquisition last year, Mr. Nadella said the company would “sharpen its focus in advertising platform technology and concentrate on search”, while it partnered with AOL and AppNexus for display. Key search technology efforts incorporate Bing.com, Cortana, Office 365, Windows 10 and Azure services.
Xbox Marketing Strategy: Xbox console sales typically see a strong holiday season but this year is a little more extreme with the largest ever Xbox One launch set for 27th October.
Advertising began in January, and Microsoft claims that over 80% of UK gamers have likely already seen Halo 5 ads. These ads have run across experiential, online video, TV, cinema, digital, outdoor, VOD and press, reaching both core and mainstream gamers.
With the Xbox 360 console slowly phasing out, Microsoft is pushing its Xbox One, hoping to secure current Xbox owners who haven’t yet switched over.
As an Xbox 360 owner myself, they’ll have to win my business and keep me from considering another console-maker altogether, since I’ll have to drop all my existing accessories and games, anyway.
On Moat, Xbox One console ads have run mostly on publishers such as gamestop.com, amazon.co.uk and cracked.com this year and volume hasn’t increased much year-over-year. Any difference this year, compared to last, lies with mobile doubling (from 2% to 4%), programmatic narrowing (from 64% to 35%) and running 20 video ads.
Xbox only makes up about 7% of all of this year’s Microsoft digital activity, leaving the remaining 93% to go towards Microsoft’s cloud, computers, tablets and browser offerings.
Microsoft Marketing Strategy: Moat UK reports that Microsoft has run 1062 standard, 877 high impact and 79 video ads (4% made for mobile) this year with 3,600 publishers, 2% of which were mobile. Of these, 54% ran directly.
Microsoft hit display publishers including as dell.com, theregister.co.uk, amazon.co.uk, stackoverflow.com and mobile publishers on macworld, pcworld. This left video on mostly news and tech/computing publishers.
Key spending areas for both Xbox and Microsoft have been in the last few months and between May and July.
Agency Roster: Microsoft has an in-house creative team and works with McCann London for media planning/buying and creative after appointing both in mid-2014. Other shops have worked on various projects as well including FCB London, MRM Meteorite UK, Deep Focus UK, iProspect, VML London, Wunderman UK (Xbox).
Microsoft Campus, Thames Valley Park, Reading, Berkshire, RG6 1WG, 0844 800 2400
Ms. Sarka Baron
Director, Marketing Planning – Europe
Mr. Colm Bracken
Head, Search Advertising – UK
Mr. Ben Payne
Xbox Marketing Manager – EMEA
Mr. Mark Johnston
Director of Marketing – SMB and Partner