How to brief, with Hellmann’s Christina Bauer-Plank 

Contagious talks about how to get the most out of your briefs, with the executive behind Hellmann's purpose-and-growth-led rebirth

Join us as we get into the weeds of briefing with the global brand VP of Hellmann’s, Christina Bauer-Plank.

Hellmann’s purpose-driven Make Taste, Not Waste brand platform increased year-on-year sales by 10% in 2020 and 11% in 2021 – while also inspiring 200 million people to be more resourceful with their food, weathering a storm from purpose-sceptical shareholders in the process.

In this free, 45-minute webinar interview with the executive in charge of Hellmann’s purpose-led rebirth, we’ll discuss Bauer-Plank’s approach to briefing, idea evaluation and giving feedback, and how these important phases in creative development have helped shape and elevate the Hellmann’s brand in recent years.

We cover:

  • What it really takes to craft a brief that makes a difference
  • Some of the myths and misconceptions around briefs and briefing
  • How to keep the process on track, even when the going gets tough
  • How marketers can work on and sharpen their creative instincts

Click here to watch on demand

And if in-depth interviews with successful and forward-thinking marketing leaders about creative transformations are your scene, then we’ve got good news – this is just one episode in our new Creative Transformation Webinar Series, exploring how the industry’s brightest minds nurture creative cultures to get brilliant work made.

If you missed the other episodes in the series, you can view them on demand below.

Valuing Creativity: Samsung’s Annika Bizon on valuing creativity – View now

Creativity & risk with Liquid Death’s Andy Pearson – View now

How to assess and sell creative work, with Tanja Grubner – View now

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