Microsoft’s Kathleen Hall on why data-driven creativity is a must

Creativity at Cannes is getting its groove back after a year when data dominated the conversation, according to Microsoft’s top marketer.

Kathleen Hall, Microsoft corporate vice president of global advertising and media, says Cannes Lions 2015 was “concerning”. She says: “My history has been in creative and media and I felt like media had taken over and creativity was taking a back seat. The conversation about data: data, data, data, data-driven media had taken over.”

Speaking to The Drum, as part of a series of thought leadership videos in partnership with AudienceScience, Hall says, however, that this year was more encouraging.

“The conversation has evolved to what I would like it to be about, which is what is the interaction between data and creativity? How can we use data to inform the creative in a way that makes it even better and even more impactful?,” she adds.

Hall cites award-winning work such as Trip to Mars and The Next Rembrandt, as using innovation in a meaningful way. “It is not about innovation for innovation’s sake or technology for technology’s sake but how you can leverage technology and data and innovation.”

In the four-minute video she also talks about the power of programmatic, the future of mobile and how data is emerging from its media roots.

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