We’re thrilled to have Sam Williams join our Slide Nine team as an associate vice president. Sam brings more than two decades of agency experience, combining sharp strategic instincts with a detail-oriented, collaborative approach. He’s passionate about building strong relationships and bringing out the best in teams.

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What brings you joy at work? What inspires you?

Nailing a tough project or presentation, and the client is thrilled. That’s when all the hard work pays off, and you feel the wave of satisfaction wash over you. There’s a moment of peace and pride in that feeling. I also love the team atmosphere often found in agencies and watching an idea come to life through collaboration. The network effect becomes real and visible in that magic.

What drew you to the communications field?

Ronald Reagan. I remember being home from school when the Challenger disaster occurred. He went on television to address the nation. Even at that young age, the line “and 'slipped the surly bonds of earth' to 'touch the face of God.'” struck me hard (and still does). I remember how that made me feel, and I thought to myself, “Wow! I want to be able to do that someday.” It sparked my love of politics, public service and the power of communications.

‍How do you approach creating a memorable client experience?

Even though some might find it tedious or overkill, especially in this “good enough” environment fuelled by our ever-increasing fast-paced society, the wow factor is found in the details. I waited tables growing up, even classically trained in the English butler style. Good service is about anticipating the diner’s needs before they express them. The same applies to client relationships.

‍What trends are you keeping an eye on for 2025?

Like most people in business, AI continues to be the catalyst transforming how we will work in the future. It is a quarter-century, if not a once-in-a-lifetime moment, that will forever change modern society with lasting economic, political and cultural effects. AI will inevitably redefine how we work, our definition of and relationship with work, and its role in our status in society. And it will do so at speeds and scales we have yet to fully comprehend. How we frame and discuss this transformation will be critical to brand success, experience and customer perceptions. More than just responding to the facts on the ground in the moment, understanding where we might be headed is a critical factor in how we respond at each moment in the future.

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Beyond that, I’m constantly tracking the cultural and political state of play and the market impact and responses. Unlike any moment in modern history, virtually no industry, segment, or consumer group is sheltered from the current dynamics. By no means does that reflect a political stance, but instead acknowledges the reality on the ground in any geography. On any given day, brands should consider all of the 3-Cs (culture, customer, category). Still, in today’s environment, none can be taken for granted; there’s no such thing as the status quo. Now it’s required that each is measured and weighed when making business decisions.

‍What’s the biggest win or most exciting work you’ve done throughout your career?

Pitching and winning one of seven spots as a nationally certified field agency with McDonald’s USA (from a field of 168+ existing agencies). People might have seen the campaign we developed for McDonald’s late-night running from 2012 to 2014. The Nocturnivore^® campaign was developed to launch marketwide 24/7 service in the Ohio region. It also coincided and flexed to introduce the new Breakfast After Midnight menu launch. Our campaign launch included a press announcement, amplifying the campaign to several key regional media contacts, including Columbus Business First. That article was picked up and circulated throughout the Business Journal network. It snowballed from there with pickups circumnavigating the globe, capitalizing on the breakfast announcement and drawing a spotlight on our campaign. The resulting media and industry feeding frenzy lauded the campaign’s execution, insights and consumer adaptability and appeal. The results were almost instant, requiring corporate media statements to national and international publications, millions of impressions and eventually several regional and national awards. It also inspired McDonald’s to secure a registered trademark for the Nocturnivore^® brand asset.

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What tools/websites do you use to keep up with the latest trends and news?

I use a variety of sources and platforms. I follow the New York Times and appreciate many of the tools on their website/app to help analyze the news. I also listen to several podcasts, including The Daily from the NYT to help dissect the headlines and understand the deeper impact; Marketplace from American Public Media to breakdown business and economic news with context; On the Media from WNYC Studios to gain a perspective on how the media is managing and reacting to the news; and Wait Wait…Don’t Tell Me! from NPR to find a little bit of levity, but also see what’s resonating culturally (humor is a great place to mine for cultural insights!). I also use social media, including LinkedIn, for instance, where I follow economist Tuan Nguyen. He does a phenomenal job breaking down economic data and its implications through bite-sized posts, complete with charts and graphs for those of us who are visual learners.

‍What are you listening to while focusing on getting work done?

Actual white noise from an app on my phone in my noise-canceling earbuds, or a “focus” playlist on Spotify. Unfortunately, I am not one of those people who can focus if there are lyrics or a catchy beat.

What are you most looking forward to in your role with Slide Nine?

My nontraditional background lends itself to a unique perspective. I’m looking forward to seeing how that can benefit and influence the team and the work we’re doing for our clients. As someone who lives by the idea, “leave it better than how you found it,” I’m hoping I can add value with an outsized impact.