For the past seven years, Bull has been the global chief creative advisor to both ABINBEV and Kraft Heinz.

Bull has played an integral part in the transformation of ABINBEV into the world's premier creative marketer (Cannes Marketer of the Year 2022 and 2023, and ranked Number one at Effies 2023 and 2024), as well as Kraft Heinz in the United States of America's most innovative CPG marketer and fourth overall (AdAge).

Both companies attribute their success to a long-term commitment to creativity as a fundamental driver of growth — with Marcel Marcondes, chief marketing officer of AB InBev reiterating that "our journey towards creative excellence never ends".

"Bull has been absolutely critical in improving our creative capabilities. I would say he has been an essential part in our journey to build a culture of creativity," says Miguel Patricio, Kraft Heinz's CEO.

The conference says that with so many brands competing for first place in grabbing consumers' attention, it is easy to get caught up in 'getting one over' on your competitor. However, Bull reminds us that "we are competing with ideas, not agencies". This means building a culture of creativity that encourages impactful marketing and an innovation-driven company.

Bull aims to "create environments where people can create and innovate, where courage is rewarded and individuality and honesty is revered." According to the IMC, this is not an easy task but one that can reap rewards if organisations embrace it seriously.

The event adds that Bull is no stranger to hard work and dedication. His first agency Lowe Bull South Africa became one of the world's Top 50 creative agencies. In 2017, he founded SoloUnion, the 'Heads Without Overheads' organisation that positions itself to guide companies in the creative journey required to build exceptional brands. 

Bull is highly recognised throughout the industry with:

  • a Lifetime Achievement Award (Financial Mail)
  • numerous Agency of the Year awards, and
  • over 150 Gold, Silver and Bronze Cannes Lions.

The conference will be held at the Focus Rooms, Modderfontein in Johannesburg and online on Thursday, 19 September. 

For more information, visit www.imcconference.com. You can also follow the IMC on Facebook, LinkedIn, X or Instagram. 

*Image courtesy of contributor