Will Pierce

SVP/Chief Strategy Officer

For almost 20 years, Will has worked to uncover and faithfully represent Latinx insights in marketing. His cultural expertise has helped create campaigns that are both more authentic and more effective for iconic brands such as Toyota, T-Mobile, Nestlé, Coca-Cola, the US Army and USPS. He’s also leveraged his cultural skills in the Latin American and Asian markets to create global campaign strategies for consumer brands like Hershey’s and Reese’s as well as several complex pharmaceutical brands.

Beyond his brand building and strategic work, Will has established himself as a thought leader in the industry with provocative white papers on the evolution of acculturation and groundbreaking presentations on the power of culture. He’s also designed innovative ethnographic and quantitative research techniques to better understand and reflect multicultural consumers.

While his work has helped win several Effie and strategic excellence awards from the industry, his most treasured award is a Certificate of Latino Naturalization given to him by his peers. In his spare time, he loves cooking bandeja paisa with his Colombian mother-in-law and playing fútbol with his Peruvian-American nephews.