Flying Planes Upside Down Helps Strategy Executive Dream Up Killer Experiences for Brands

Mark Mullen works with the likes of Salesforce and Google

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Mark Mullen would argue some of his best ideas come to him after spending an afternoon in the skies, spinning his open cockpit plane all around and upside down. “It requires a lot of concentration and clarity, so it helps make sure that you’re not thinking about work anymore and [instead] clearing your head to allow new opportunities and ideas to come in,” said Mullen, who is vp of strategy at George P. Johnson Experience Marketing.

Clearing headspace for new ideas is crucial for Mullen’s role, which revolves around helping Silicon Valley-type tech brands—including Salesforce and Google, as well as the likes of Acura, Pepsi and Under Armour—create thoughtful experiences to connect with consumers.

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This story first appeared in the June 11, 2018, issue of Adweek magazine. Click here to subscribe.