Arif Haq is a Partner at Freud Communications where he works in the creative team. He joined Freuds in November 2017 from Contagious magazine where he was the founder and head of the Creative Capabilities practise in the company’s specialist consultancy division. Among his work there he developed Heineken’s ‘Creative Leadership’ program, most famous for the Heineken Creative Ladder, a project described by AdAge as having, “helped the brewer scale creative heights, culminating with the 2015 Cannes Lions Creative Marketer of the Year award”. That work was featured as a case study by Fast Company and in a number of books including James Hurman’s seminal ‘The Case for Creativity’. Arif started his career on the agency-side before spending a decade as a brand manager 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 relatively unique client-agency-production-consultant view of the industry.