Most people judge ads by what they see. Good ad, bad ad, end of story.
Of course, it’s a little deeper than that.
As is often pointed out around these parts, there’s a little thing called “strategy” — which is hashed out before creative teams start creating.
Historically, Apple has been very smart about strategy, while Microsoft has been very … shall we say … un-smart.
Now that Microsoft’s new CEO Satya Nadella has appointed Mark Penn to the position of Chief Strategy Officer, it’s a whole new ballgame, right?
Not so fast.
From what we know of Mark Penn, the gap between the quality of strategy at Apple and Microsoft isn’t about to shrink.
For starters, Penn has actually been Microsoft’s Executive VP, Advertising and Strategy, since mid-2012. He’s the architect of the company’s tasteless, cutesy and much-maligned “Don’t Get Scroogled” campaign. Continue reading →