In a media conference call today announcing the reorganization of product groups, Mr. Ballmer said the changes won't affect the Redmond, Wash., company's ongoing corporate brand advertising. Anderson & Lembke, San Francisco, and Wieden & Kennedy, Portland, Ore., split the account. In the reorganization, Microsoft aligned products by customer type, creating five divisions including consumer Windows, business productivity and a consumer and commerce group.
The last group, co-run by veteran Microsoft marketing executive and VP Brad Chase, will pull together Microsoft's diverse Web products and services. Chairman Bill Gates said consumers are unlikely to see major short-term changes in the long-term reorganization except for "more alacrity" and "a little extra zing" in marketing and product development allowed by giving product groups more autonomy.
Copyright March 1999, Crain Communications Inc.