Wayne S. Roberts

The Globe and Mail call Wayne S. Roberts “an ad industry provocateur.” Maybe it’s because he’s never seen the point of playing by the ad game rules that place awards above results while offering spec work instead of real value to win accounts. His pioneering work in espousing the brand community perspective has been a touchstone of his belief that branding is more than just logos, websites, and ad campaigns; it is the fundamental way human beings connect with each other to create communities and launch movements that have changed our world.