• by Gavin O'Malley , Staff Writer @mp_gavin, November 7, 2011

Creativity is a big part of how Microsoft thinks about digital display advertising. Not so surprisingly, so said Stephen J. Kim, General Manager of Global Creative Solutions at Microsoft -- after a not so brief fire drill here at OMMA Display. “How do we think about this landscape? How will [the landscape] continue to evolve” These are the questions that keep Kim up at night. “When we think about doing research around the world, we typically don’t start with advertising,” he notes. Rather, he and his team start with transcending storytelling concepts, and drill down from there. Good storytelling is also a matter creating stories around things that aren’t necessarily their. Online, that means taking limited tools and resources, and using those limitations to your advantage.