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 the business brief and they write the creative brief."