You, Me & CPG by Haines McGregor - 'Fall In Love With Problems, Not Solutions’ - Carlsberg CMO Yves Briantais on Regaining Iconicity, Backing Bravery, and Accelerating Creative Culture #21

'Fall In Love With Problems, Not Solutions’ - Carlsberg CMO Yves Briantais on Regaining Iconicity, Backing Bravery, and Accelerating Creative Culture #21

05/14/25 • 48 min

The playbook for today’s guest on You, Me & CPG is bold. It’s brave. It’s divisive. But above all else, it’s memorable.

As Carlsberg’s CMO, Yves Briantais intends to write the culture, not follow it. The aim is to elevate the brand to icon status, and it couldn’t be in better hands...

Yves draws on his extensive experience as he shares how to find the line between bold and reckless marketing, treating marketing like politics, and why imagining Carlsberg as a ‘health company’ might ensure its long-term survival.

This episode covers

The importance of creative bravery, pushing marketing to be exceptional
Brand reinvention in the modern market
Holistic marketing; understanding the ‘why’ behind the ‘what’
How to write the culture without being on the wrong side of it

Yves Briantais

https://www.linkedin.com/in/yves-briantais-4889502/

Jamie Holtum: https://www.linkedin.com/in/jamie-holtum-85b79634/
Learn more and follow the journey at: https://www.hainesmcgregor.co.uk/
https://www.linkedin.com/company/haines-mcgregor/
https://www.instagram.com/hainesmcgregor

The playbook for today’s guest on You, Me & CPG is bold. It’s brave. It’s divisive. But above all else, it’s memorable.

As Carlsberg’s CMO, Yves Briantais intends to write the culture, not follow it. The aim is to elevate the brand to icon status, and it couldn’t be in better hands...

This episode covers

The importance of creative bravery, pushing marketing to be exceptional
Brand reinvention in the modern market
Holistic marketing; understanding the ‘why’ behind the ‘what’
How to write the culture without being on the wrong side of it

Yves Briantais

https://www.linkedin.com/in/yves-briantais-4889502/

Previous Episode

Puns, Protein and Perseverance - How Surreal Won Breakfast #20

Saying ‘bye’ to beige in the cereal aisle in more ways than one, ‘Surreal’ is the prime example of a brand that’s genuinely fun, and unapologetically bold.

The humour that runs through ‘Surreal’ never undermines the very serious mission of its Co-Founder Jac Chetland; to disrupt the markets of both cereal and protein in equal measure...

Tongue-in-cheek and best-in-class, the story behind ‘Surreal’ is unmissable - so join Jac as he gets candid with Jamie Holtum on You, Me & CPG.

This episode covers