Launching the Ultimate, Research-Driven Creative Power Playbook

{
  "id": "PP1148546",
  "track": "Brand & Marketing",
  "focus_area": null,
  "category": "Panel",
  "event_id": "PP1148546",
  "event_type": "panel",
  "format": "Panel",
  "genre": null,
  "subgenre": null,
  "name": "Launching the Ultimate, Research-Driven Creative Power Playbook",
  "presented_by": null,
  "publish_at": "2025-09-30T16:00:00.000-05:00",
  "reservable": true,
  "reservable_id": "PP1148546",
  "reserved": false,
  "date": "2026-03-13",
  "end_time": "2026-03-13T17:00:00.000-05:00",
  "start_time": "2026-03-13T16:00:00.000-05:00",
  "message": null,
  "image": null,
  "credentials": [
    {
      "name": "Platinum Badge",
      "type": "platinum"
    },
    {
      "name": "Innovation Badge",
      "type": "innovation"
    }
  ],
  "contributors": [
    {
      "id": 77749,
      "company": "Molson Coors Beverage Company",
      "credential_types": [
        "innovation"
      ],
      "entity_id": 2238656,
      "name": "Sofia Colucci",
      "speaker_types": [],
      "title": "Chief Marketing Officer",
      "image": {
        "alt_text": "Sofia Colucci",
        "credit": "",
        "url": "https://images.sxsw.com/db64Hiz01iNQhB0ZbhOvYbZbhGw=/0x0:164x164/600x600/images.sxsw.com/48/d1805589-20e3-4436-af11-deca142cb2c6/pcid-1618887"
      },
      "speaker_type": "Speaker",
      "details": "As North American Chief Marketing Officer at Molson Coors, Sofia Colucci brings creativity and collaboration to everything she does. The Latina marketer has a proven track record of creatively effective marketing, leading turnarounds and building breakthrough innovations. She has 20 years of marketing and innovation experience, including 8 years at PepsiCo.\rSofia’s work has transformed iconic brands, with global campaign launches like Tastes Like Miller Time and Choose Chill. Her focus on bold ideas has led to award-winning work like the High Stakes Beer Ad, Molson Coors first Super Bowl ad in 30 years, Coors Light’s Lights Out, Molson’s See My Name and the Case of the Mondays Super Bowl campaign.\rSofia has been recognized as Forbes Top 50 Entrepreneurial CMOs, Forbes Top 50 Most Influential CMOs, Campaign’s Top 50 CMOs and Crain’s 40 Under 40. Her team’s work has won multiple awards including Cannes, One Show, Ad Age Creativity and the Effies US 2024 Most Effective Marketer.",
      "links": {},
      "type": "person"
    },
    {
      "id": 77747,
      "company": "Quality Meats Creative",
      "credential_types": [
        "innovation"
      ],
      "entity_id": 2238654,
      "name": "Joe Burns",
      "speaker_types": [],
      "title": "Strategy Lead",
      "image": {
        "alt_text": "Joe Burns",
        "credit": "",
        "url": "https://images.sxsw.com/-iMrA5aEwgBtm9bzxN9WOEcytG8=/0x0:1935x1935/600x600/images.sxsw.com/48/57097862-d9f5-465f-b980-fda0c1b12a4b/pcid-1618885"
      },
      "speaker_type": "Speaker",
      "details": "Joe’s done strategy everywhere that matters - BBH, Mother, and now at Quality Meats Creative, one of Ad Age’s best agencies. Brand, comms, design, creative - he’s covered it. Director titles, head of this, head of that. But the real headline? Joe moves fast, thinks sharp, and actually gets things done. He’s written ads, built econometric models, and somehow racked up 40,000+ LinkedIn followers without ever sounding like a LinkedIn guy. A generalist by design, a doer by instinct. On stage, he’s everything strategy talks usually aren’t: quick, clear, human, and actually interesting. No jargon. No theatre. Just proper ideas, built for the real world.",
      "links": {},
      "type": "person"
    },
    {
      "id": 77744,
      "company": "One Minute To Midnight",
      "credential_types": [
        "innovation"
      ],
      "entity_id": 2238651,
      "name": "Andy Cooper",
      "speaker_types": [],
      "title": "Co Founder",
      "image": {
        "alt_text": "Andy Cooper",
        "credit": null,
        "url": "https://images.sxsw.com/WZzW4zdiL353V_zTGZpLBwb6hX4=/0x0:400x400/600x600/images.sxsw.com/48/e9efbebf-505e-4fd5-a1f6-dc06be21d320/pcid-1618884"
      },
      "speaker_type": "Speaker",
      "details": "Co-founder of One Minute To Midnight, the human insight company. ",
      "links": {},
      "type": "person"
    }
  ],
  "venue": {
    "accessible": false,
    "age_policy": null,
    "floor": "5",
    "id": "V2031",
    "indoor_outdoor": null,
    "name": "Waterloo Ballroom 4-6",
    "parent_id": "V2024",
    "parent_venue_name": "Austin Marriott Downtown",
    "venue_entry_info": null,
    "formats": null,
    "location": {
      "address": "304 E Cesar Chavez St.",
      "lat_lon": [
        30.2628298,
        -97.74157
      ],
      "city": "Austin",
      "postal_code": "78701",
      "state": "TX",
      "name": "Austin Marriott Downtown"
    },
    "root": {
      "accessible": null,
      "age_policy": null,
      "floor": null,
      "id": "V2024",
      "indoor_outdoor": null,
      "name": "Austin Marriott Downtown",
      "parent_id": null,
      "parent_venue_name": null,
      "venue_entry_info": null,
      "formats": null
    },
    "events": "[omitted 5 venue events]"
  },
  "description": "Qual “testing” in Creative has a bad reputation, but that’s because the way most of it is framed and conducted is shit. It relies on likes and dislikes, dampening the soul of the work - making Creative vanilla. But not in our world. Here, winning Creative comes when brilliant brains are inspired by Qual; we elevate Creative by exploring unknown unknowns and using Creative to stimulate - and to power stronger ideas. Qual is no threat to creativity, it’s a catalyst.\n\nWe’ll prove that research is invaluable and deliver a Creative Power Playbook, co-created with\nCreatives, CMOs and Insight Directors from the biggest brands to supercharge your work so it really lands in an age when your work has to hit harder than ever.",
  "experience_level": "Intermediate",
  "accessibility": [
    "Closed captioned"
  ],
  "accessible_venue": false,
  "add_bcl_url": false,
  "add_slido": false,
  "age_policy": null,
  "american_sign_language": false,
  "apple_url": null,
  "audio_description": false,
  "caption_url": "Medium",
  "closed_captioned": true,
  "cpe_credit": false,
  "has_subtitles": false,
  "hash_tags": [],
  "high_sensory_experience": false,
  "live": false,
  "long_description": "Qual “testing” in Creative has a bad reputation, but that’s because the way most of it is framed and conducted is shit. It relies on likes and dislikes, dampening the soul of the work - making Creative vanilla. But not in our world. Here, winning Creative comes when brilliant brains are inspired by Qual; we elevate Creative by exploring unknown unknowns and using Creative to stimulate - and to power stronger ideas. Qual is no threat to creativity, it’s a catalyst.\n\nWe’ll prove that research is invaluable and deliver a Creative Power Playbook, co-created with\nCreatives, CMOs and Insight Directors from the biggest brands to supercharge your work so it really lands in an age when your work has to hit harder than ever.",
  "meeting_url": null,
  "meeting_url_live": false,
  "mentorly_url": null,
  "mobile_audio_url": null,
  "open_captioned": false,
  "playlist_tag": null,
  "rebroadcast": false,
  "recommended_ids": [],
  "search_conversions": null,
  "short_program": false,
  "slido_url": null,
  "sort": "LAUNCHING THE ULTIMATE, RESEARCH-DRIVEN CREATIVE POWER PLAYBOOK",
  "source": "Official",
  "squad_up_url": null,
  "stream_embed": null,
  "stream_id": null,
  "stream_url": null,
  "strobe_warning": false,
  "subdiscipline": null,
  "summit": null,
  "summit_display_name": null,
  "tags": [],
  "talent_attending": null,
  "title_only": false,
  "track_display_name": "Brand & Marketing track sponsored by Youtube",
  "trailer_id": null,
  "trailer_url": null,
  "video_on_demand": null,
  "vimeo_id": null,
  "vod": false,
  "xr_project_type": null,
  "youtube_id": null,
  "related_sales_client": null
}