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. “Don’t get scroogled,” it warns. His other projects include a blind taste test, Coke-versus-Pepsi style, of search results from Google and Microsoft’s Bing.
It’s so Mark Penn to base a new marketing effort on a Pepsi campaign that started in 1975 that Bing generally loses.
[…] Unfortunately for Bing, in two separate trials conducted by the International Business Times, Google came out ahead in both cases, winning 3:2 in the first test and 4:1 in the second.
With ambiguous search queries, Google was the clear winner. […]