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. His career has spanned independent agencies, startups, and global networks, where he has worked across communications strategy, content systems, and integrated brand building. With experience on brands like LEGO, Adidas, Southwest, and Las Vegas, he brings a modern view of media as the architecture through which ideas spread.Rupert Maconick is the Founder and Executive Producer of Saville Productions. Saville Productions works with major brands to produce brand-sponsored films and documentaries on a wide range of social and environmental issues.