Microsoft promotes from within to fill CMO position (Score 49)

Sales lead: This transition will affect the company's marketing strategy & agency roster. 

• Microsoft recently announced its CMO, Chris Capossela, is leaving the company.
• The company decided to promote Takeshi Numoto to CMO.
• Numoto has been Microsoft's EVP & commercial CMO since 2020.

Target demographic: Wide range of consumers & business DMs

The company will likely:

• Try new marketing strategies
• Shift ad dollars around
• Review the agency roster

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• Please click here to view our national TV spend chart for Microsoft's top brands. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Microsoft spent around $155m on digital display ads YTD, up 6% from $146.7m spent in this channel during the same time period of 2022. 
• YTD data: 21b impressions via Instagram (26%), Facebook (26%), YouTube (19%), desktop display (16%), desktop video (9%), Twitter (3%), and mobile display (1%). 
• 2021-2022 spend: Full-year spend fell by 42% from $318.8m in 2021 to $184.8m in 2022. 
• Ad location: It placed 94% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, twitch.tv, and twitter.com. It placed 6% of these ads through multiple indirect channels onto sites such as signupgenius.com, geeksforgeeks.org, gamespot.com, fandom.com, and stackoverflow.com. 

**The above digital spend information includes all of Microsoft's brands.**

Additional channel insights  

• Vivvix: Microsoft also invests in OOH, print, radio, and local broadcast.
• Top podcasts sponsored: The Daily, The Economist Podcasts, Global News Podcast, Up First, and Planet Money. 

Agency analysis:

• Opportunity: Start reaching out now to be top-of-mind. 
• Current roster:
  • Carat: media AOR
  • 215 McCann: creative AOR
  • VMLY&R: social
  • WE Communications: PR AOR
  • Interpublic Group of Companies: creative AOR
  • Dentsu: media AOR
  • Kovert Creative: experiential AOR