April 13, 2020
Willie Jackson, SVP, Director, Solutions Architect, Starcom US
One of the most challenging aspects of the agency business is winning accounts. And some argue that defending business is an even more stress-inducing endeavor.
But Jackson says the process of retaining and consolidating the Novartis business, with its $600 million, came with all manner of rewards, even outside of the obvious spoils of victory.
“[The process] was both extremely rewarding and challenging in the best way possible. I’m a naturally curious person, and I love learning from others. Through this experience, I was able to flex my analytics and consulting muscles, while also discovering new things,” he says.
Some of that “new” could very well be the collaboration with Epsilon, which Publicis purchased last year for more than $4 billion, and with which Starcom teamed up for the crucial win.
In addition to Novartis, the agency works closely with brands like Chick-fil-A, Kraft Heinz, Lionsgate and Red Bull, leveraging Starcom’s solutions architecture.
For Kraft Heinz, Jackson’s team implemented several multitouch attribution models for some of the company’s most iconic brands, like Kraft Macaroni & Cheese, Lunchables and Philadelphia Cream Cheese, resulting in a 6% increase in incremental sales across 15 products in the highly competitive CPG space.
“Willie continues to be my go-to guy when it comes to building and surfacing unique solutions on behalf of our clients,” says Zach Isaacs, evp, director and the Starcom client lead on the Kraft Heinz account.
The growth mindset is obvious outside of the bottom line as well. Jackson serves as a mentor through his involvement in the Black Association of Starcom Employees (BASE), one of the 30 business resource groups in the agency.
“As a leader within Starcom and BASE,” says Britany Rickett, Starcom's media director of audience data strategy and fellow BASE member, “Willie’s participation helps inspire junior talent, while also demonstrating his advocacy for a more inclusive and diverse Starcom.” —D.Z.
See the full list of Adweek's 2020 Media All-Stars here.