Breaking and Entering Advertising Podcast Rejected From W+K's Talent Program... Now Global CCO
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Sep 10, 2025 Karl Lieberman, the Global Chief Creative Officer of Wieden+Kennedy, shares his inspiring journey from a struggling art director to leading a top agency. He discusses the birth of the iconic Dos Equis 'Most Interesting Man' campaign and how the Grimace Shake went viral through nostalgia and cultural insights. Karl highlights W+K's commitment to independence and their innovative talent programs designed to empower a diverse new generation of creatives. He also emphasizes the importance of building a unique point of view and embracing unexpected opportunities.
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Independence Shapes Long-Term Creativity
- W+K's corporate structure legally forbids selling to a holding company to protect long-term creative autonomy.
- Independence lets them prioritize work quality over quarterly shareholder pressure.
Grimace Shake Went From Brief To Viral
- W+K turned a McDonald's nostalgia idea into the Grimace Shake and leaned into culture when TikTok ran with it.
- McDonald's stayed flexible and that viral momentum helped bring back menu items like the Snack Wrap.
A Forced Career Pivot Paid Off
- Susan Hoffman hired Karl only if he switched from art direction to copywriting because she thought he was a better writer.
- That pivot unlocked new skills after he learned from strong art director partners.