PLAYER PROFILE: Grubb plans to mix media with message at Microsoft

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David grubb, who recently was appointed to the new post of media director in Microsoft Corp.'s Central Marketing Organization, is a selfdescribed "anti-silo" guy. The reference point should serve him well, given the software giant's moves in the last few months to streamline its highly fragmented marketing organization.

He reports to Mike Delman, general manager, advertising and events.

As media director, Mr. Grubb, 36, will play a critical role in advertising activities for Microsoft's business group. He'll also have direct responsibility for all media spending for Microsoft's MSN Internet service and portal; the forthcoming X-Box videogame console; PocketPC and WebTV.

Mr. Grubb comes to Microsoft from Goodby, Silverstein & Partners, San Francisco, where he spent four years, serving most recently as a group media director on Hewlett-Packard Co.

Working on Hewlett-Packard, Mr. Grubb said, gave him a bird's-eye view of marketing by "silo," where the company's divisions and business groups, each armed with their own budgets, were pitted against one another.

Ultimately, however, Mr. Grubb said the Goodby team's effort produced a sustained campaign for Hewlett-Packard.

"It was really a clear indication of how media and messaging work in absolute tandem," he said.


Mr. Grubb said he hopes to bring a similar approach to Microsoft to support the marketing reorganization begun earlier this year under VP-Marketing Mich Mathews and Mr. Delman.

"There's a move to tell a more complete solutions-based story, rather than just a product-oriented one," Mr. Grubb said. "The real process is going to be getting a clear connection with the way we do media here and the way our targets use the media."

He'll function cross-divisionally within Microsoft, while also maintaining a direct link to McCann-Erickson/A&L, San Francisco and New York, the company's agency of record.


Mr. Grubb said he's been keen on media since graduating from Southern Methodist University with a B.A. in communications. "Early on, there was an aspect about media that seemed to click with the way my brain worked . . . there's something really tangible about media and it's around you all the time whether you're at work or not."

Mr. Grubb began his career as a media supervisor on the Stouffer's frozen-food account at Della Femina, McNamee, Pittsburgh, followed by stints at the Bloom Agency, Dallas, and at Northwest Airlines.

Of Microsoft, he said, "We have an opportunity to find some larger-scale opportunities that may have eluded the company in the past."

Mr. Grubb said he also wants to build more creative media programs with NBC and MSNBC, along with some non-traditional outlets.

"I really sit here with as much of a blank canvas as it's possible to have," he said. "It's an unbelievable opportunity for a media person, short of Detroit, in terms of order of magnitude."

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