Jim Curtis
Chief Creative Officer at LePub (part of Publicis) who led creative work on the Dos Equis Most Interesting Man relaunch and discusses creative strategy, execution, and asset use.
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Mar 8, 2026 • 40min
Dos Equis' Most Interesting Man In the World is back. We talk about why
Jim Curtis, CCO at LePub, who led the creative relaunch, and Matt Saltzstein, VP Brand Marketing at Heineken, who steered the brand strategy, discuss Dos Equis' return. They cover why the Most Interesting Man comes back, balancing archive assets with fresh social-first work, testing consumer recognition, and casting choices like Jonathan Goldsmith and Will Lyman.
