The Creative Unlock: Bending the Brief to Your Will

Karl Lieberman, Global Chief Creative Officer of Wieden+Kennedy, joins Breaking and Entering Advertising to share the story behind his rise from struggling art director to leading one of the most iconic independent agencies in the world.

He opens up about the pivotal moment that unlocked his creative voice, how the Dos Equis “Most Interesting Man” campaign was born, and why independence is everything at W+K. Karl also reveals the inside story of the Grimace Shake going viral on TikTok, what it takes to succeed in your 20s, and the programs W+K runs to help the next generation break in.

This conversation is packed with lessons on creativity, resilience, and how to bend the brief to your will.

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