Secrets of breakthrough creativity

From the Insight to Impact event in Denver, WARC’s David Tiltman hears about Heineken’s formula for breakthrough creativity from Alison Payne, discovers the secrets of good strategy from Mischief’s Jeff McCrory, and learns how Marriott Bonvoy Traveller is making content that travels well with Talia Salem. This episode is sponsored by Profound. To learn more, go to tryprofound.com

Guests:
Alison Payne, Chief Marketing Officer - US, Heineken;
Jeff McCrory, Partner and Chief Strategy Officer, Mischief;
Talia Salem, Editorial Strategist; Marriott Bonvoy Traveller
David Tiltman, Chief Content Officer, WARC

Chapters:
00:00 — Intro: Insight to Impact in Denver
02:04 — Heineken: Creativity as a Growth Driver
06:56 — Heineken: Fandom, Sports, and the World Cup
11:55 — Heineken: Measuring Sponsorship Impact
16:06 — Heineken: AI, Creativity, and 2027 Priorities
24:09 — Mischief: Coors Light’s “Case of the Mondays”
28:43 — Mischief: Turning Brand Tension into an Idea
32:43 — Mischief: A Collaborative Role for Strategy
37:47 — Mischief: Upstream Strategy and AI’s Creative Future
41:48 — Marriott Bonvoy Traveler: The Editorial Platform
44:13 — Marriott Bonvoy Traveler: Why the Strategy Changed
48:10 — Marriott Bonvoy Traveler: New Content Pillars
50:25 — Marriott Bonvoy Traveler: Bringing Regional Teams In

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