Feeds

Microsoft hires Disney man for consumer crusade

Corporate mission: to be less stodgy

High performance access to file storage

Microsoft has raided the Walt Disney Corporation to fill a position tasked with flogging Windows 8 to consumers buying PCs and tablets next year.

The company appointed former Disney director of brand strategy Jay Victor as its own director of brand strategy, working in Microsoft's Central Marketing Group (CMG). Victor has been with Microsoft for almost a month.

Victor was with Disney for nearly five and a half years, and on his LinkedIn profile he says he managed brand strategy for family entertainment at "the coolest job in the world". His position included market research, business development, product development, creative, and marketing.

Contacted by The Reg to explain Victor's role, Microsoft would not comment, and Victor's LinkedIn profile says nothing about what he'll be doing. Microsoft's recruitment ad on LinkedIn does provide some detail, however.

Victor's initial focus will be Office, Windows, Bing, and Xbox, which the posting said "has accountability for brand stewardship on primary brand(s)." This means that one of Victor's first jobs will be introducing Windows 8, the successor to Windows 7 that is understood to be on the fast track, looking at an April 2012 release for both the x86 and the completely new ARM-architecture editions.

Windows 8 will be Microsoft's first operating system actually built for tablets in addition to PCs, and is designed to help Windows and OEMs finally deliver their response to Apple's iPad.

Interestingly, its looks like Victor is working on established Microsoft brands and not on Windows Phone, which Redmond is still working to establish and refine in the minds of consumers.

According to Microsoft's ad, Victor must develop and deliver brand strategy, which includes working on product names, messages, visual identities, marketing programs, and packaging, with all this integrated across advertising, PR, events, and retail.

CMG is Microsoft's marketing wheelhouse, setting and coordinating strategy, and measuring results for all products and for Microsoft corporate. CMG was until recently headed by senior vice president Mich Mathews, who this spring said she would retire after 22 years with the company. Mathews led and coordinated all branding, advertising, public relations, research, events, packaging, marketing, and internal communications.

Victor's appointment and Mathews' exit comes as Microsoft attempts to reinvigorate consumers' love affair with Microsoft. The company has been rolling out retail stores promoting and selling Microsoft products, and the target of Windows 7 and Internet Explorer marketing in recent years has been the consumer, with business taking a back seat.

It's Apple, however, that consistently beats Microsoft among those consumers. A 2008 brand survey of 2,000 people found Apple "cool" while Microsoft had "gone from innovative and bold to stodgy and a follower." This year, Apple bumped Google aside to become "world's most valuable brand", with Microsoft in fifth place, behind IBM and McDonald's.

Combat fraud and increase customer satisfaction

More from The Register

next story
This time it's 'Personal': new Office 365 sub covers just two devices
Redmond also brings Office into Google's back yard
Oh no, Joe: WinPhone users already griping over 8.1 mega-update
Hang on. Which bit of Developer Preview don't you understand?
Microsoft lobs pre-release Windows Phone 8.1 at devs who dare
App makers can load it before anyone else, but if they do they're stuck with it
Half of Twitter's 'active users' are SILENT STALKERS
Nearly 50% have NEVER tweeted a word
Internet-of-stuff startup dumps NoSQL for ... SQL?
NoSQL taste great at first but lacks proper nutrients, says startup cloud whiz
Next Windows obsolescence panic is 450 days from … NOW!
The clock is ticking louder for Windows Server 2003 R2 users
Ditch the sync, paddle in the Streem: Upstart offers syncless sharing
Upload, delete and carry on sharing afterwards?
Microsoft TIER SMEAR changes app prices whether devs ask or not
Some go up, some go down, Redmond goes silent
Batten down the hatches, Ubuntu 14.04 LTS due in TWO DAYS
Admins dab straining server brows in advance of Trusty Tahr's long-term support landing
prev story

Whitepapers

SANS - Survey on application security programs
In this whitepaper learn about the state of application security programs and practices of 488 surveyed respondents, and discover how mature and effective these programs are.
Combat fraud and increase customer satisfaction
Based on their experience using HP ArcSight Enterprise Security Manager for IT security operations, Finansbank moved to HP ArcSight ESM for fraud management.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Top three mobile application threats
Learn about three of the top mobile application security threats facing businesses today and recommendations on how to mitigate the risk.
3 Big data security analytics techniques
Applying these Big Data security analytics techniques can help you make your business safer by detecting attacks early, before significant damage is done.