updated 05:00 pm EDT, Wed June 29, 2011
Microsoft taps Disney brand lead for Windows 8
Microsoft is looking to shake up its marketing strategy with the launch of Windows 8, a new hire's position has uncovered. It has just recently hired Disney's former brand strategy director Jay Victor to serve in the same role at its project. While he hasn't outlined his plans, Victor's job listing has him developing the marketing and positioning for all the major brands, including Windows, Bing, Office, and the Xbox.
His timing brings him on just as Windows 8 is becoming the company's central project. Having just been publicly revealed for the first time early this month, the OS is on a fast track for April and is already in the earliest phases of marketing. Microsoft CEO Steve Ballmer has already called Windows 8 the company's biggest gamble yet and may want to call on an industry veteran experienced with consumer-facing ads.
The move is likely meant to break the company out of its habitual marketing at a time when it's trying to compete with the iPad. Apple doesn't necessarily spend as much as Microsoft on marketing but is often credited not just with getting a disproportionate amount of attention but of pitching devices like the iPad and iPhone in ways that are more relatable to the public than Microsoft's.
Victor is coming on after Mich Mathews said this spring that she was retiring as the leader of the Central Marketing Group that handles branding at the company. She had been with the company for 22 years and has been closely associated with its top-level marketing. [via The Register]