By Ben Hall and Sarah Johnson, marketingmagazine.co.uk, Tuesday, 30 October 2012 08:00AM
Speaking at the IAB Engage conference last week, Coplin conceeded the brand can sometimes look to be struggling to catch up in sectors dominated by Apple, Google and Facebook.
Coplin said: "I get that people think about Microsoft and they think about Office - they don't think about consumer services."
The joining of Microsoft's work in enterprise and consumer products and services "changes the game" for brands, advertisers and consumers, he added.Follow @brproducers
This article was first published on marketingmagazine.co.uk