Microsoft's Mich Mathews Is Ad Age's No. 21 Power Player
SENIOR VP-CENTRAL MARKETING GROUP,
THE NUMBERS: The economy hurt Microsoft's revenue in its 2008 fiscal year, which ended June 30. It was down 3%, with a particularly harsh fourth quarter, thanks to "PC market weakness." But PC shipments crawled up in third quarter 2009, which should spell good news for the company. Bing got off to a good start, its share gaining 15% in its first five months, per ComScore; a forthcoming deal to power Yahoo's search engine will give it close to 30% market share, up from its current 9.4% share. Measured-marketing spend nearly doubled over the first half of 2009, to $243 million. Full-year 2008 spend was $351 million, per TNS.
THE KEY LIEUTENANTS: Right hands include David Webster, general manager of brand marketing, and Gayle Troberman, general manager of consumer engagement and advertising. Michael Delman is also a key marketer, as corporate VP-global marketing of the interactive entertainment business, with oversight of Xbox and Zune.
THE CHALLENGE: A new OS, Windows 7, looks markedly better than the disastrous Vista, and the company is counting on it to fuel PC sales in 2010. The most high-profile competition comes from Google, and Microsoft is aggressively attacking it with Bing. But advertising alone won't build it into a viable competitor; distribution deals like the pending search agreement with Yahoo will make the difference.
THE AGENCIES: Recent account shifts have largely seen business go out of Interpublic's McCann Erickson to the likes of MDC Partners' Crispin Porter & Bogusky and WPP's JWT. Interpublic's Universal McCann handles all media. WPP's Wunderman handles direct, and Publicis' Razorfish is one of its key digital agencies.