LAS VEGAS — Microsoft is changing the way it works with advertisers, according to the woman recently hired to lead its US brand marketing relationships.

“We are going through company-wide, top-down change,” Ritu Trivedi, who joined from being MediaVest’s USA digital marketplace VP in October, tells Beet.TV in this video interview. “The product teams are now really involved in what is happening in the advertising world.

“In the past, Microsoft showed up with all their (individual) products. Now we’re talking about our collective audience with our clients.

“We usually come to market with a very specific product, (saying), ‘This is what I can sell you’. Now we are inviting our clients in on a learning lab – come experiment with us, come get messy with us – we want to put together products and learn with you. We haven’t had that culture at Microsoft.”

She was interviewed by Beet.TV at the Consumer Electronics Show in Las Vegas.

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