South Africa, Oct. 23 -- Matthew Bull, founder of SoloUnion and global chief creative advisor at AB InBev joined Vaughan Croeser, Vice-President of Marketing at South African Breweries (AB InBev), to address a critical challenge: How do you embed creativity into organisational DNA while delivering the outcomes demanded by business stakeholders?

Process and creativity seem like a contradiction, yet AB InBev has proven otherwise by developing what they call the Creative X programme - a systematic approach to nurturing and measuring creative excellence across the organisation.

The key lies in understanding that process doesn't constrain creativity, it enables it. "If there's one thing you need when you're creating and having to rely on you...