Hasta La Creative!

Microsoft must transform its marketing in the next three years or fail, said Chief Marketing Officer Chris Capossela during a presentation at the ANA’s Masters of Marketing conference.

He laid out a six-point plan that included a focus on: freemium innovation; building marketing into products; modern storytelling; ad platforms not ad campaigns; world’s best data platform; and a bigger role for the Microsoft brand.

Mr. Capossela is in his second stint as CMO at Microsoft. The 22-year company veteran was appointed earlier this year by CEO Satya Nadella. He also held the position from April 2011 to July 2013.

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