DMWF Europe: Speaker Q&A, Mascha Driessen – Regional Vice President Continental Europe, Microsoft Advertising

Please can you introduce yourself and provide a brief history of your digital marketing journey?

Hi there! I'm Mascha Driessen, and I've been riding the waves of the Technology and Media & Marketing industry for almost 30 years. From TV broadcasting at RTL to TV production at Endemol Shine, and then diving into the online world with Google, YouTube, and Microsoft – I've seen quite some changes in Marketing over the years. I thrive on innovation and love harnessing the latest tech to shake up marketing strategies and business models. This is thé era to be in, with all the developments around Generative AI. This lies at the heart of what I evangelize for businesses to embrace and apply– it's an exciting time to be in this field, and I'm here to evangelize its potential for businesses.

What aspects of the ‘Harnessing Generative AI to your Marketing Strategies’ session at DMWF Europe on the 26-27 November, are you most excited about as a speaker?

Oh, where do I start? There are so many exciting aspects, but I'll narrow it down to three. First, the latest trends and strategies – I can't wait to share cutting-edge techniques, tools, and data on AI. Second, the diversity of topics – this event is a goldmine for marketers looking to boost productivity. And lastly, networking! I love connecting with other speakers, business partners, peers, and newcomers. It's going to be a blast!

Which project from the past year stands out as your proudest achievement?

Hands down, it's got to be Microsoft's Copilot and the recently announced Autonomous Agents with Copilot Studio. Not my achievement, but for sure proud. These innovations are groundbreaking and life-changing. And let's not forget how Microsoft Advertising has transformed from a search-shop to a full-funnel platform, CTV (Netflix and many other TV-channels), Gaming (Activision Blizzard King & Xbox) and of course our programmatic solutions (acquisition of Xandr) and how we transformed traditional search with Copilot. This transformation also involved a cultural shift within Microsoft Advertising, creating a happy team that delivers the best marketing solutions with a big smile.

What marketing advancement and trend are you most enthusiastic about in the digital marketing landscape?

I'm super excited about the potential of our freshly announced Autonomous Agents in Microsoft 365 Copilot (see our blog ) to streamline and optimize customer interactions, prioritize high-value leads, and boost overall efficiency. We're talking about up to a 21.5% increase in conversion rates! Alternatively, our new partnership with Adobe is a game-changer, allowing marketers to activate ad content directly through Microsoft Advertising with real-time optimization.

What single piece of advice would you give to a friend working in the digital marketing space?

Leverage generative AI for your business – it's not too late to be early! And don't skimp on training your teams; it's crucial. Remember, "penny wise, pound foolish."

Lastly, could you share what is your favourite marketing campaign and why it resonates with you?

Nespresso's "What else" with George Clooney. And you're asking me why? ??

Don't miss Mascha's session 'Harnessing Generative AI to your Marketing Strategies ' at RAI Amsterdam on 26-27 November at DMWF Europe! You won't want to miss it. Register here for your pass!