Map a Purpose Journey With Love and Growth, Says Microsoft

At CES, the brand’s head of multicultural and inclusive marketing shares a roadmap to success

Inclusion plays a major role at Microsoft. Microsoft

Looking at Microsoft’s advertising, it’s apparent that the tech giant is a fan of purpose. Some of the brand’s more eye-catching and prominent work includes 2018’s campaign for the Xbox Adaptive Controller and last year’s Super Bowl ad featuring former San Francisco 49ers coach Katie Sowers, an Adweek Pride Star, the first woman to coach in the big game. Industry experts believe that Microsoft’s deep commitment to inclusion—internally with its employee makeup and externally in its marketing—helps inform authenticity in how the brand is positioned.

@zanger Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.