Barbarian and Jay Williams Announce Global Alliance
Barbarian, the digital creative agency backed by Cheil Worldwide, today announced a unique global alliance with sports business executive and media personality Jay Williams.
Today’s news is the first of its kind for the industry, as Barbarian will align with Jay to build out its lifestyle and entertainment expertise at the agency.
“Jay brings his deep knowledge of the media landscape and personal experience on culture and diversity,” said Barbarian’s CEO Steven Moy. “We decided to align with one another, as Jay can act as a strategist, advisor and think tank incubator for us to accelerate the customer experience in new ways. This collaboration is about how Barbarian will elevate what consumers see, hear, feel and buy across touchpoints.”
Jay will serve as a chief entertainment and lifestyle advisor at the agency, working with Barbarian’s CEO Steven Moy and his leadership team to identify new areas of investment in order to drive business growth. Jay is already strategising with the agency on projects that will be announced in the coming weeks, including with a Fortune 100 CPG company and a well-known DTC lifestyle brand.
“From the first time I set foot in Barbarian, I was inspired by the agency and the team,” said Jay. “Barbarian has a unique perspective on how creativity and technology are shaping the future. Building a customer journey is similar to creating a rich fan experience, now is the time for brands to pivot their buying journey for an even more intimate connection.”
When asked how this model will be different from other celebrities and influencers acting as ceremonial ‘creative directors,’ a common practice in the fashion and lifestyle industry, Steven advised that this approach will be vastly different.
“First and foremost, Jay is a Barbarian. His experience working as a professional athlete,sportscaster, brand ambassador, cultural icon, and an investor will be invaluable. With Barbarian’s creative and technical expertise and Jay’s experience, Barbarian can now double down on building our footprint in the lifestyle industry,” added Steven.
“I have known Jay for a number of years. From the first time we met, we bonded instantly over our desire to carve our own path in business and make our mark in the world. Jay always talks about the power of destructive thinking, and I empower our teams every day to create dangerously. It’s a perfect marriage.
The partnership is effective immediately, with Jay having already joined the Barbarian team virtually earlier this month.