Microsoft Restructures Communications Strategy Under Legal and Corporate Affairs
Microsoft has announced a significant realignment of its communications strategy, moving the communications group from its marketing division to the Corporate, External, and Legal Affairs (CELA) organisation. This change places Brad Smith, Microsoft’s vice chair and president, at the helm, as the company seeks a successor for the outgoing chief communications officer, Frank Shaw.
CEO Satya Nadella expressed gratitude to Shaw in an internal message, highlighting Shaw’s nearly three-decade contribution to Microsoft’s communications efforts. Shaw’s departure, announced earlier this month, marks the end of a significant era for the company.
Interim Leadership Amidst Communications Transition
Appointed as interim communications leader, Brent Colburn, Vice President of Global Public Affairs, will guide the team through a period described by Nadella as increasingly “fragmented and noisier”. The shift aims to leverage those closest to Microsoft’s products, such as engineers and partners, in narrating the company’s story more effectively.
The approach mirrors models seen in leading AI startups, where technical experts take centre stage in communications—a direction Nadella suggests could help Microsoft navigate the fast-evolving media landscape.
Brad Smith’s Role in Microsoft’s Communications
Smith, a prominent figure in Microsoft’s public policy and corporate dialogue, will assume communications responsibilities, succeeding Takeshi Numoto, the Chief Marketing Officer. His extensive experience interacting with regulators, governments, and clients worldwide positions him uniquely for this role. However, the search for a permanent replacement for Shaw continues, with both internal and external candidates being considered.
Nadella emphasised in a memo that communications are vital in the current shifting business environment. He praised Smith for his insight into Microsoft’s operations and his ability to articulate complex topics with clarity and empathy, which are invaluable as the company adapts its communication strategies.
The transition, overseen by Frank Shaw and Brent Colburn, aims to integrate Microsoft’s communication with its product marketing and storyline, fostering a unified strategy based on common principles and strategy.
Looking Ahead
Microsoft is preparing for a bustling upcoming season, including significant events that provide opportunities to align its product narratives with marketing and communications. Nadella emphasized the potential for innovation and learning within the new communications framework, seeing it as central to developing how Microsoft shares its narrative.
Reporting based on coverage first published by theverge.com.