Mikael Greenlief on How Brands Win Beyond the Ad

Rupert sits down with Mikael Greenlief, EVP and Head of Media at R&R Partners, to discuss why modern media is no longer about buying impressions, but building momentum. They explore behavior-led planning, brand-owned IP, and how brands like LEGO, Adidas, and Las Vegas can win by creating experiences people choose to engage with. Mikael is a media strategist and marketing leader known for helping brands move beyond impression-buying and into cultural relevance, participation, and momentum....