Microsoft builds insights; creatives build ads

Microsoft, the technology company, takes a nuanced approach to how it develops advertising creative in a bid to make the greatest possible impact on consumers.

Creative people who abhor micro-managing clients have nothing to fear from Kathleen Hall, Microsoft's Corporate VP/Brand, Advertising and Research.

"Our creatives write their own brief," she told an audience at Advertising Week 2017 in New York. "We do...