Arif Haq joined Contagious Insider (Contagious magazine’s specialist consultancy division) in 2013 and currently leads its creative capabilities practice. His goal is to help clients apply the concept of ‘Creative Bravery’ to the practical reality of day to day brand management. Among his work in this area, he developed Heineken International’s Global Creative Leadership program including the development of the Heineken Creative Ladder, work that has been described by Campaign as, ‘A refreshingly serious approach to the business of creativity.’ And by AdAge as having, “helped the brewer scale creative heights, culminating with the 2015 Cannes Lions Creative Marketer of the Year award”.
Arif started his career on the agency-side before spending a decade on the brand management team at PepsiCo in the UK and Europe, working on Pepsi, Pepsi Max and Gatorade. He has also been a professional advertising treatment writer, giving him a unique client-agency-production company view of the industry.