While an emotional marketing campaign may be more effective, creating ads that engage consumer emotions isn’t easy. By comparison, basing a campaign on a “killer fact” is comparatively simple. Committing to an emotional branding approach is risky and requires a good understanding of consumer motivation but if done right, can create an impact that can change the way the world experiences your brand. Join Kathleen Hall, General Manager of Global Advertising and 30 year veteran in the media business on how Microsoft is reinventing its ad strategy, taking risks, and at times doing the unpopular thing to make the emotional connection with consumers.