Microsoft Chief Executive Steve Ballmer said last month the Redmond software giant is "going to be an advertising company."  This is not a typo and it makes perfect sense.  Microsoft is going where the money is, the source, the ADVERTISERS.  Not only do they have distribution, eyeballs but they have intelligence behind the distribution.  Again it is all about refinement and innovation and real estate.  Google is a media company with billions in ad revenue.  This is why I still believe you will see Microsoft scoop up Yahoo!

This will be a different type of ad agency with deep roots into client projects and consumers with intelligence.  That is much different than a lot of the creative you are seeing today.