Bob Winter, Chief Creative Officer at Supergood and creator of Bud Light's legendary Real Men of Genius campaign, joins Chris on this episode of We Built This Brand to explore how AI is reshaping the creative industry. From building award-winning campaigns to leading an AI-native agency, Bob explains why human creativity remains the driving force behind great brands, and how marketers can embrace AI without losing what makes their work original.

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Show Highlights:
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(00:00) Human Plus AI Creativity
(00:14) Meet Bob Winter
(01:34) From Agencies to Supergood
(05:11) Journalism to Advertising
(09:44) Landing Real Men of Genius
(13:04) Client Rejection to Breakthrough
(17:02) Rebranding After 9/11
(20:18) What Makes Supergood AI Native
(24:26) Humans in the Loop
(33:24) Future Vision and Wrap Up

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About Bob:
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Bob Winter is one of advertising's most accomplished creative leaders, with a career spanning some of the industry's most iconic agencies and campaigns. He has led award-winning creative work for brands including Budweiser, McDonald's, Nintendo, Altoids, Greenpeace, Ace Hardware, and Netflix.

Throughout his career, Winter has served as Executive Creative Director at Leo Burnett Chicago and Crispin Porter + Bogusky before becoming Chief Creative Officer of Leo Burnett Detroit. He is perhaps best known as the creator of Bud Light's legendary "Real Men of Genius" campaign while at DDB, one of the most awarded campaigns in advertising history, earning multiple Cannes Grand Prix awards and a Grand Clio.

A longtime collaborator with Whitehouse Post, the renowned international post-production company behind work for brands like Nike, Coca-Cola, Samsung, Adidas, Disney, McDonald's, and Porsche, Winter helped redefine the traditional creative process by developing campaigns alongside directors and production teams from the very beginning rather than following the conventional agency handoff.

That philosophy led him to found Majestic Beast in 2023, where he serves as Chief Creative Officer, creating a more integrated approach to storytelling and production in partnership with Whitehouse Post and its family of companies. Today, Winter leads all creative work for Supergood, an AI-native creative agency continuing to push the boundaries of creativity, technology, and modern brand storytelling.

~~Links: ~~
Supergood: https://gosupergood.com

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