Microsoft Bing Brings in the PR SWAT Team

July 30, 2012

Apparently a SWAT Team is just what the doctor ordered in the case of Microsoft’s consumer initiatives.

Microsoft is calling upon former Clinton advisor and PR maven Mark Penn to lead a “SWAT Team” focused on consumer initiatives and developing strategic development and branding to meet consumers’ changing needs. The first target of the team will be Microsoft’s search engine, Bing.

A recent article on ReadWriteWeb, “Microsoft Assembling “SWAT Team” to Boost Bing,” tells us more about Microsoft’s decision and Penn’s focus in the company. The article reports:

“‘Mark has an incredible background in research, demographics, marketing and positioning and a proven history in developing unique insights that drive success,’ [Microsoft CEO Steve] Ballmer said in a statement. ‘With a strong set of products and an exciting pipeline for the next year, Mark’s experience and out-of-the-box thinking will help us more effectively reach new consumers and grow market share.’

Despite Microsoft’s best efforts, Bing is still holding steady at second in popularity to search king Google. Searching has become synonymous with “Googling,” and Penn has his work cut out for him. I wonder if someone in Microsoft management used a decision engine to answer the question, “How do we catch Google in search?” Perhaps Penn will be the answer.

Andrea Hayden, July 30, 2012

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