Microsoft, purveyor of computer wizardry to the planet, is streamlining its marketing operations.
The newly created central marketing team, under the captaincy of general manager Mike Delman, is an exercise in "integration" and will not lead to a cut in the $1 billion (€77m, £53) annual adspend, the company says reassuringly.
The team will also manage Microsoft's relationships with its global ad agencies McCann Worldgroup and Young & Rubicam.
Says head of worldwide advertising Steve Petitpas: "This will definitely be good for our advertising and we'll be able to deliver a more integrated story and work more easily with our agencies. The right hand and the left hand will know what each other are doing."
Data sourced from AdWeek (USA); additional content by WARC staff