As TwentyFirstCenturyBrand’s Head of Brand Learning, Arif Haq designs live and virtual events that aim to build team capabilities. A classically trained marketer, Haq started his career in multinational brand management before becoming a globally recognised expert in creative capabilities. His career spans Partner at Freud Communications, the founding head of the Creative Capabilities consultancy practise at Contagious, as well as a decade in brand management at PepsiCo where he was responsible for brands like Pepsi Max and Gatorade, the latter including managing the sponsorship of Team Sky and building one of the world's first in-house social media teams, Gatorade Mission Control UK. This sits alongside his ongoing role as one of
the D&AD’s tutors in creativity.
During his time at Contagious, his work to develop Heineken's Creative Leadership programme was 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 Marketer of the Year award." It was also featured as a case study for Fast Company and in multiple books including James Hurman's The Case for Creativity' and Claire Bridge's In Your Creative Element.