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[Info] Microsoft Battles Google: "SWAT team"
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A Political Brawler, Now Battling for Microsoft
SEATTLE Mark Penn made a name for himself in Washington by bulldozing enemies of the Clintons. Now he spends his days trying to do the same to Google, on behalf of its archrival Microsoft.
Since Mr. Penn was put in charge of strategic and special projects at Microsoft in August, much of his job has involved efforts to trip up Google, which Microsoft has failed to dislodge from its perch atop the lucrative Internet search market.
Drawing on his background in polling, data crunching and campaigning, Mr. Penn created a holiday commercial that has been running during Monday Night Football and other shows, in which Microsoft criticizes Google for polluting the quality of its shopping search results with advertisements. Dont get scroogled, it warns. His other projects include a blind taste test, Coke-versus-Pepsi style, of search results from Google and Microsofts Bing.
The concept is to create a SWAT team to work with the product teams on some of their toughest problems, Mr. Penn said.
More @ »www.nytimes.com/2012/12/15/techn···enn.html
Microsoft's DC insider could throw the kitchen sink at Google
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