How do you convince a company to reinvent itself? For Optimizely, it started with a creative director who kept pitching until leadership said yes. Gregory Heinz, Senior Director of Brand and Digital Experience, and Dan Reid, Creative Director, join Andi Robinson to share how Optimizely went from a collection of acquired products to one bold brand, repositioned as the AI platform for marketing. They cover the years of internal persuasion behind the rebrand, why they flipped the traditional B2B playbook, how a character named Mark Eting became the face of it all, and why human creativity anchors their AI story. Follow Behind the Campaign wherever you listen so you never miss an episode.