The 2026 Creative 100: Brand Innovators Profitable With Playful Moments

Simon Au
Executive Creative Director, The Kitchen North America

Condiment king: Kraft Heinz’s inner artistic company The Kitchen is without doubt one of the world’s largest, led by Simon Au. In 2025, the corporate launched Mustard x Mustard, a smoky chipotle-flavored twist on the condiment, and enlisted DJ Mustard as Chief Mustard Officer.  

Hot potato: His group additionally mobilized at lightning velocity after they heard BYU basketball participant Richie Saunders say his great-grandfather invented the Tater Tot—an ideal alternative for Ore-Ida, arriving proper initially of March Madness. After signing Saunders and deeming him “Heir Richie,” they went on to promote out Tater Tots throughout Utah and earn 3 billion earned impressions—regardless of not having an official sponsorship.

Tyler Rutstein
SVP of Global Brand Marketing & Americas, Under Armour

In the lab: New to the health model since 2025, Tyler Rutstein is charged with delivering a transparent and cohesive narrative throughout the Americas. He’s additionally government producer of Under Armour’s in-house studio, Lab96, which launched in September with the quick movie We Are Football. Featuring athlete-driven tales instructed by fast social clips, docuseries, and originals, the studio is churning out content material that blends competitors, creativity, and tradition. 

In the sphere: When he’s not crafting the subsequent nice sports activities story, Rutstein is giving again to the neighborhood: as a professor of sports activities branding on the University of Florida and on the board of Envision, a nonprofit with a principally blind or visually impaired workforce.

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