Cannes Lions

Customer Data Is Not the Only Path to Success, Says Microsoft Brand Exec

Creativity and core strengths are also key

kathleen-hall-microsoft-CONTENT-2019 — Microsoft's Kathleen Hall, who will be speaking at Cannes Lions next weekGetty Images

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

Data—and how to use it to more effectively target consumers through advertising—is a priority for brands these days. That’s due in part to the financial success companies like Facebook and Google have seen in using their own data to create targeted ads.

More and more brands and agencies want to replicate that success, through opening up in-house media-buying operations or expanding their media-buying offerings to reach a greater variety and a more specific subset of consumers, to compete with tech behemoths.

Customer