At Microsoft's Imagine 2011 marketing leadership summit, CEO Steve Ballmer said, Microsoft has "a deep drive, commitment, and a lot of great work going on in all of our great brands to let our clients and consumers take advantage of the next generation of technology."
Ballmer said the amount of money companies spend on digital advertising continues to grow, as do the opportunities to innovate, most notably on Kinect for Xbox 360. At Microsoft, this innovation has intersected with major consumer brands, whether it's Chevrolet Volt appearing in the Kinect game "Joyride" or an original web series from Wendy's that appears on MSN.
"We're just scratching at the surface," Ballmer said. The speed of innovation is accelerating like no other industry, which doesn't always make life easy for marketers and advertisers, he said. "It's like that line out of the Woody Allen movie "Annie Hall" about relationships between men and women -- relationships are like sharks, they either move forward or they die."