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Microsoft to Consolidate Marketing, Prevent Bidding Against Self

Microsoft will again rejigger its marketing department structure, according to reports, this time consolidating marketing under one group and perhaps even centralizing the group's location on the Microsoft Campus. Budgets for the various divisions are to remain the same. The move is designed in part to help prevent different divisions - which remain infamous for their cutthroat competition among each another - from bidding up limited tech media avails, increasing Microsoft's marketing costs. Microsoft has reorganized its marketing structures about every four years. Until now, agencies McCann Erickson and Young & Rubicam have had to spread out among tens of buildings visiting the little marketing pockets located typically in the first-floor offices on the Redmond giant's leafy campus. Microsoft controls roughly $1 billion in ad billings and is one of the biggest online advertisers.

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