Does Microsoft's new online chief signal an ad strategy shift?

01/12/2009 | Mediaweek

Microsoft's decision to hire an engineer -- Qi Lu -- to helm its online services unit is seen by some as a move by Microsoft away from the traditional advertising world and toward a view that better engineering is the solution to its marketing challenges, according to this article. If so, not everyone sees it as a wise move. Bryan Wiener, CEO of digital/search agency 360i, said: "This is not necessarily about who can build a better mousetrap. This is a marketing challenge. Whether Google has a better search engine or not, people feel like it does."

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