Arif Haq is a Partner at Freud Communications and a course leader on the D&AD's 'Art and Science of Ideas' e-learning programme. He joined Freuds in November 2017 from Contagious magazine where he was the founder and head of the Creative Capabilities practise at Contagious Insider (the company’s specialist consultancy division). While there he developed Heineken’s ‘Creative Leadership’ program, most famous for the Heineken Creative Ladder, a project described by Campaign as, ‘A refreshingly serious approach to the business of creativity.’ and by AdAge as having, “helped the brewer scale creative heights, culminating with the 2015 Cannes Lions Creative Marketer of the Year award”. That work has also been 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.