mark pennMark Penn, the former Burson-Marsteller CEO who joined Microsoft last year as VP for strategic/special projects, was upped to executive VP-global advertising and marketing strategy in CEO Steve Ballmer's reorganization of the software giant.

He helped create Microsoft's "one vision" strategy to unite device and services and led the "Windows Everywhere" push across PC, surface and phone.

A pollster by training, Penn helmed Penn Schoen Berland, serving as advisor to politicos Bill and Hillary Clinton and prime ministers Tony Blair of the U.K. and Menachem Begin of Israel.

He's the author of the 2007 book "Microtrends: The Small Forces Behind Tomorrow's Big Changes."

In his new post, Penn is to coordinate activities with Tami Reller, executive VP-marketing.