Microsoft's "Scroogled" creator Mark Penn may become its chief strategy officer

In the wake of reports that two major Microsoft executives, Tony Bates and Tami Reller, plan to leave the company immediately, Bloomberg claims another high level Microsoft leader, Mark Penn, will be getting a promotion that will have him work more closely with new CEO Satya Nadella.

The story, using unnamed sources, claims that Penn will become Microsoft's chief strategy officer, reporting to Nadella. Penn was previously a top political strategist in Washington, D.C  before being hired by Microsoft in 2012 as its Corporate Vice President in charge of Strategic and Special Projects.

Penn is the man who lead the team that created the "Scroogled" advertising campaign which has attacked Google's products and services ever since. If he is being appointed to a higher position at Microsoft, we can expect those kinds of marketing efforts will likely continue at Google's expense.

Bloomberg also reports that Reller, Microsoft's executive vice-president in charge of marketing, will be replaced by its Chief Marketing Officer Chris Capossela when she departs. Bates's job duties as executive vice-president will be taken by Eric Rudder, the current head of advanced strategy. Microsoft may officially announce these executive changes sometime later this week.

Source: Bloomberg | Image via Microsoft

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16 Comments

Good job with that campaign no body outside of elementary school cared about. You'll do well at Microsoft sir!

Shadowzz said,
It actually had a strong impact. No matter how you put it, average Joe's... Techies, you, me... We all know about it

That's marketing 101.

omg... You need to leave this Microsoft fairytale site and get into the real world for a day.

You have no idea what you're talking about.

Kalint said,

omg... You need to leave this Microsoft fairytale site and get into the real world for a day.

You have no idea what you're talking about.


He's right dude, look at the stats. It made a dent in Google's marketshare, so it did work. Also the point of the campaign was to spread awareness of the truth, not simply promote their own products. It was to get Google to change their ways as well to protect consumers/businesses. So in that sense it worked well since people are aware and talking about it.

Kalint said,

omg... You need to leave this Microsoft fairytale site and get into the real world for a day.

You have no idea what you're talking about.


Me? Most of my friends aren't tech savy at all. They like to game and know how to sort off use a computer. And they are aware of the Scroogled campaign.... worst yet, it isnt even aimed for my market. There is no Scroogled campaign in Holland, yet people know about it.

I also see plenty from it through American media and I rarely check American media.
The campaign is known, its not a coca-cola so not globally but in and around the tech world its a known campaign in the markets Google and Microsoft are of importance.

Shadowzz said,
It actually had a strong impact. No matter how you put it, average Joe's... Techies, you, me... We all know about it

That's marketing 101.

Doesnt mean it will have a positive impact on MS. Heck, Samsung got slammed in the media and all over the place for copying Apple. And they are still going strong.

Shadowzz said,
It actually had a strong impact. No matter how you put it, average Joe's... Techies, you, me... We all know about it

That's marketing 101.


I'll tell you what has an impact, leaving customers with no other choice than getting your product. the only successful division at microsoft were Office products and could services. look at Bing pales in front of google and they barely improve it, Windows Phone has nothing but some minor updates in 2 years, I am a windows Phone owner don't get me wrong but I am sick of mismanagement at Microsoft they couldn't even managed to push some basic apps from Microsoft to make the platform more interesting. let alone developer lock downs which pissed them all off and pushed them toward crappy java and android., look at XBOX division, they had more than 5 years and they came up with XBOX one and with all Microsoft's glory of X86 it had no support for External hard drive. Scroogled campaign is aint no clue. they have to stay focused. thats it.

So Neowin is blaming Re/code for saying Penn would take over? I pointed out in the comments to the previous article (http://www.neowin.net/news/mic...the-company#comment-2517261) that Re/code clearly said Capossela, not Penn. Wonder who's being dishonest here? If Re/code made an edit and didn't acknowledge it I'd love to know, otherwise Brad should admit he got it wrong last time and John should amend the article above to remove the accusation.

Bloomberg also reports that Reller, Microsoft's executive vice-president in charge of marketing, will be replaced by its Chief Marketing Officer Chris Capossela. This is contrary to what Re/code reported on Sunday; they claimed that Reller's job would be taken over by Penn. Bates's job duties as executive vice-president will be taken by Eric Rudder, the current head of advanced strategy.
So the offending line has been deleted but I'm not in favor of sites that don't slap on an update comment to clearly point out what edits have taken place after publishing. It's the same as the corrigendum section in the paper and is a sign of responsible journalism.

Mark Penn is a tool hired to do one thing, bash the competition. MS latest non bashing commercials were the best. Showed what the OS/devices can do and said little to nothing about the competition. I also know a lot of die hard MS fans that dont like the bashing either and not a fan of Mark Penn.

Indeed. I am a fan of many Microsoft products but was disgusted by the 'Scroogled' campaign (just as I was the I'm a 'Mac/I'm a PC' ads by Apple). Negative advertising reflects very poorly on the company utilising it.

Promoting him sends a very bad message about the direction the company is going in.

I liked them.. its hard to educate people on how companies use their data.. It is a very complicated issue so they had to simplify it for people..

I liked them because I saw a HUGE increase in people knowing about Chrome OS and wanting devices with it.

I think MS is above this non-sense and should act that way.

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