Microsoft this morning said it has hired Mark Penn, the CEO of the PR firm Burson-Marsteller, who also had been a senior strategist for Hillary Clinton's presidential campaign, to be Corporate VP, Strategic and Special Projects.
The company said he will have "an emphasis on key consumer initiatives." Microsoft said Penn will "lead a small interdisciplinary team" and report to CEO Steve Ballmer.
“Mark has an incredible background in research, demographics, marketing and positioning and a proven history in developing unique insights that drive success,” 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.”
The company said Penn "will lead a cross-functional team focused on consumer initiatives and will draw on his experience in strategic development, branding and positioning to develop and deliver breakthrough ideas that meet consumers’ changing and dynamic needs."
Penn is the author of Microtrends: The Small Forces Behind Tomorrow’s Big Changes, a bestseller about the impact of small groups in politics, business and social change.
Microsoft said Penn will continue to write about consumer, demographic and social trends but will not be involved in public policy issues for Microsoft. He will remain based in Washington, D.C., "but will spend substantial time in Redmond," the company said.
Meanwhile, Burson announced that Penn will be succeeded as CEO by Donald A. Baer, a White House communications director under President Bill Clinton, who has been vice chairman and chief strategy officer of the firm, as well as chairman of the company's related research arm, Penn Schoen Berland, a role he will maintain. Buron is a unit of the advertising giant WPP.
