CANNES – “In our line of business, innovation is critical, is at the core,” says Winnie Palmer, director of digital marketing and media, EMEA, for Hewlett Packard Enterprise, which was founded in November 2015.

Adhering to this line of thinking, HPE has committed to a research project called The Machine – Hewlett Packard Labs’ biggest project.

“We have committed to this very important piece of research,” Palmer says. “It’s looking at fundamentally how we transform the very basic core computing architecture.”

The goal is to reduce energy consumption and increase performance, she says.

“We’re talking about energy saving around 99 percent of what is achievable today.”

This video was produced at the OMD Oasis at Cannes Lions 2016 as part of the Future of TV Advertising Leadership Forum, a series presented by true[X] and hosted by OMD Worldwide. Please visit this page for additional segments.