Kathleen Hall, general manager of global advertising for Microsoft, has been promoted to the company's top advertising position. Hall will run the global advertising and media business as corporate vice president. The new position combines leadership of the advertising and media business after the company consolidated its agency partnerships.
"I think it's such a positive change; I spent half my career in media and half my career in creative, so I know the benefits of bringing [them] together," said Hall. "You can't separate the medium and the message in digital, so having that strategy and execution together in one team constantly cross-pollinating each other is a big opportunity."
Hall reports to chief marketing officer Chris Capossela, and she was a central decision maker in the company's recent global advertising review. Of the review, Hall explained that M:United—the consolidated unit composed of talent across McCann Erickson, The Martin Agency and Erwin Penland—provides "boutique-style creative thinking and approach" as well as "big footprint execution."
The next work to break from M:United will be a campaign for Microsoft's Windows 10 operating system. The company declined to say when that would come out.
Hall would not confirm or deny if Microsoft will have a spot in the upcoming Superbowl XLIX, though she did note that the company "enjoyed what happened last year," and would "only do it if we felt we could do it as well as we did before, which is something to think about."