Microsoft’s top marketer on being a ‘more human and approachable’ brand

Microsoft’s top marketer Kathleen Hall is on a mission. She wants people to stop seeing Microsoft as the goliath of the tech world and instead see it as David, a challenger in the rapidly shifting space.
When we meet her at Cannes Lions, it is almost a year since Microsoft launched Windows 10 with a new more emotive campaign. It was, Hall admits, a risk to launch a new tech platform using a campaign featuring children but she believes the move has paid off and revealed a more human si