Microsoft's DC insider could throw the kitchen sink at Google

A few weeks ago, Microsoft launched its "Scroogled" holiday ad campaign, as it tried to show that search results on Google's Shopping service are in fact filled with paid ads rather than objective search listings. Of course, Microsoft says that its Bing search service has no such feature. The campaign is one of the first public efforts from Mark Penn, its Corporate Vice President in charge of Strategic and Special Projects.

Penn was hired by Microsoft in July and since then he has lead what he calls a "SWAT team" to go after Google. The New York Times reports that it came up with the Scroogled marketing effort very quickly after polling consumers about the changes made to Google Shopping. The poll said that most people were unaware of the changes that put ads inside the search results. As you might expect, most of the people didn't like the changes.

Penn previously worked for both Bill and Hillary Clinton in their US Presidential campaigns and is known to be pretty ruthless, with an unnamed former colleague of Penn's saying that should continue with his campaign against Google. The person said, "Google should be prepared for everything but the kitchen sink thrown at them. Actually, they should be prepared for the kitchen sink to be thrown at them, too.”

If that's true, than this month's "Scroogled" ad effort may just be the first salvo in Penn's marketing war against Google.

Source: The New York Times | Image via Microsoft

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32 Comments

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I decided to check yet again - I did a Google product with AdBlock turned off - and all advertisements are still restricted to inside small yellow boxes with a heading that clearly says "Ads". Why am I the only one pointing out that Microsoft is just making **** up? Who gave Microsoft a free pass to get away with blatantly dishonest marketing?

DO look up the meaning of the word "smear", then do review the claims and the evidence in the campaign. Then do try to figure if it applies?

BigBoy said,
DO look up the meaning of the word "smear", then do review the claims and the evidence in the campaign. Then do try to figure if it applies?

"To stain or attempt to destroy the reputation of; vilify".

thommcg said,

"To stain or attempt to destroy the reputation of; vilify".
Yes, but at least Microsoft uses legitimate sources and proven facts to point out the truth. Whereas typical smear campaigns just bash one another.

Forgot to add, I hope that some other actors start to wake up and start to offer none commercial alternatives, favoring the user and not all those corps out their trying to make money with adds, tracking and crap.

I thought they changed name to Trackle.
Any of you guys here remember truly free search engines in the means that you didn't get tracked?
Also, Google started to become more and more **** over the years, not only their search engine, commercial is not always in the favor for the user.
As to Microsoft, they aren't much better themselves, and probably forgot the pay part of Bing, but good that they try to give Google some competition, since monopoly is the last thing that we need, the internet is destroyed enough already.

They're not scared, they're just trying to break ground and wake people up by letting them know there are better choices out there instead of getting bias'd results and falling into the hypocritcal "do no evil" company's trap.

From the look of that picture and the comments from the Microsoft fanatics, it looks like they are all crying like a 2-year-old because they don't like Google.

Search Engine Land is pretty reputable.

http://en.wikipedia.org/wiki/Search_Engine_Land

Problem is that Google said "Don't be evil" so all the skeptics and competitors keep looking for any tiny little thing they can to catch them out (Which so far, only the most trivial things have been found. Not exactly "EVIL") while none of their competitors are held to the same standard because they never said this... and that gives them a license to be as evil as they like.

Simon- said,
Search Engine Land is pretty reputable.

http://en.wikipedia.org/wiki/Search_Engine_Land

Problem is that Google said "Don't be evil" so all the skeptics and competitors keep looking for any tiny little thing they can to catch them out (Which so far, only the most trivial things have been found. Not exactly "EVIL") while none of their competitors are held to the same standard because they never said this... and that gives them a license to be as evil as they like.

I followed that link to Wikipedia and it states something back in 2007, I don't see how that site is relevant now, could just be me. Anyway, am I missing something here? I don't see what you say is relevant to this article here, nothing in the NY Times about it that I can see, nor here in this one. Maybe something or somewhere else? or perhaps you're hating?

you know what even though i use google over bing but the thing remains true, GOOGLE does take money to show the results for companies. Even my company pays them to show the tech support number even if you are looking for hp support, canon support--- whatever support you are looking for..... and sometimes washing machine support.

Javik said,
Wow. I'm seeing more and more of Apple in Microsoft and as a long term user I don't like it.

Well, this is something users should be made aware of. Google actually has a lot of these things.

ehh i dunno microsoft are not really patent trolls ... nothing wrong with a bit of competitive marketing, they are trying to get the votes not trying for a hostel take over..

No, it's smarter than what Apple did. Apple just had commercials that just said we're better blah blah and made PC look like a loser, without any actual facts. Microsoft are simply pointing out true facts (with sources provided) and warning people not to get caught in Google's traps like that.... don't get Scroogled and misled.