Back to agenda Phase 2: IDEATE + DEFINE | ‘1, 2, 3… Answer Again!’ & ‘Brief without Beef’ & ‘Brief without Beef’ Tue 11 Mar | 16:30 - 17:05 Premium VIP Pass Premium VIP Pass In this stage, participants work in teams to generate innovative ideas. The dynamic ‘1, 2, 3… Answer Again!’ stimulates quick and creative responses, while ‘Brief without Beef’ helps to filter and select the most promising ideas, focusing on key aspects such as target audience, products and operational strategies. Speaker Patricia García Global Food & Beverage Director Melia Hotels Moderator Sara Rebollo Brand Strategy Designer & Co-Creation Specialist Livit