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Microsoft’s Stealth Approach Is Starting to Pay Off

Perhaps counterintuitively, the boost in the Microsoft brand over the past year has not meant an increase in its marketing budget. In fact, the company has spent less money over the past few years, investing $1.5 billion in 2017, $1.6 billion in 2016 and $1.9 billion in 2015. Kathleen Hall, Microsoft’s corporate vp of brand, advertising and research, says the company has evolved over the past year from being product led to blending storytelling with engineering.
-- Marty Swant