Senior Vice President, Account Planning, North America, WE Communications
Jay Picard is the senior vice president of the account planning team at WE. He’s responsible for leveraging research, trends, competitive analysis and cultural context to inform brand, communication and marketing strategies. He employs a customer-centric mindset to every engagement, driven by his passion to understand people and how they connect with brands. Picard led his own brand consulting firm for nearly five years, directing insights and brand work for Google, Dale Chihuly, McDonald’s, Microsoft, NextGen Healthcare, Anker, PEMCO Insurance and many others. He’s had vast experience working multiple marketing channels, including ad agencies, brand strategy and design firms, and market research companies. Since joining WE he has helped develop Microsoft engagement and has brought on new clients: Bittrex and AutoGravity. He’s helped develop campaigns for major brands such as T-Mobile, HP, Geico and Microsoft. He’s provided brand strategy for Lay’s, A Place for Mom, TCS Global Travel and University of Washington, delivering numerous qualitative and quantitative studies. A total news junky, Jay can be found watching BBC or listening to NPR. He loves to travel and experience different cultures around the world. Over the course of his career, he's had the good fortune to spend time with people in their homes from Beijing to Mexico City, to better understand their culture. These days he spends as much time as he can exploring Cascadia with his husband and their superdog Shirley in their Volkswagen Vanagon.
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Thanks to digital technology, marketers and communicators are now better able to use data to inform strategy and measure results than before. But in a world driven by ones and zeroes, WE Communications believes brands risk losing sight of creativity and the need to connect with audiences on a human level. Armed with supporting data and insights from the agency’s 2019 Brands in Motion perception study, Jay Picard, senior vice president, Strategic Planning, will facilitate a discussion with brand leaders navigating the tension between data and creativity to develop ideas that are more intentional, integrated and better reflect our world today.
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