Group Y Content : Innovating Marketing Strategies

In this Week’s Group Y Content, Adam Wilson shares his journey from the advertising world to founding his own agency, D/CAL with Tony Hawk. He emphasizes the importance of understanding subcultures over demographics in modern marketing, the evolution of digital marketing, and how his diverse team drives innovation. Adam discusses the challenges and rewards of building an agency that focuses on real-time audience insights and the creator economy, while also providing valuable advice for aspiring agency founders.

Innovating Marketing Strategies  
D/CAL's Adam Wilson is Redefining Brand Engagement

In this episode of Group Y Live, host Oli Russell-Cowen welcomes Adam Wilson, the founder of the creative agency D/CAL. Adam shares his journey from the advertising world to launching his own agency, emphasizing the importance of understanding subcultures over traditional demographics in modern marketing.

The conversation delves into the rise of creators, the significance of real-time audience insights, and how D/CAL's diverse team fosters innovation. Adam also offers valuable advice for aspiring agency founders and a sneak peek into some of their bold new campaigns.

Adam recounts his early experiences in advertising, starting at a young age when he won a yearbook cover contest. He then worked at J. Walter Thompson and later at Organic, where he embraced the digital revolution. He highlights the challenges and rewards of working in traditional advertising and how his curiosity led him to explore new avenues in digital marketing.

His transition to brand-side work at Carhartt further fueled his desire to start his own agency, as he gained insights into the client perspective and the complexities of balancing in-house and agency work.

“Understanding subcultures, not just demographics, is key to modern marketing.”

A significant highlight of the episode is Adam's partnership with skateboarding legend Tony Hawk. Adam shares how he creatively approached Tony by writing a hypothetical press release to pique his interest in joining D/CAL. This innovative strategy not only secured Tony's involvement but also helped shape the agency's unique identity. The partnership exemplifies D/CAL's commitment to authenticity and cultural relevance, as they aim to connect brands with their audiences in meaningful ways.

Adam's insights and experiences provide valuable lessons for listeners looking to navigate the ever-evolving marketing and branding landscape.

🖥️ WATCH GROUP Y LIVE ON YOUTUBE

🎧 LISTEN TO GROUP Y LIVE ON: 
• Spotify
• Apple Podcast

KEY TAKEAWAYS

• Understand Your Audience: Focus on subcultures and real-time insights rather than traditional demographics to connect more authentically with your audience.

• Embrace Creativity: Don't be afraid to think outside the box; innovative approaches can lead to unique partnerships and opportunities.

• Build a Diverse Team: A diverse team brings varied perspectives that can drive creativity and innovation, enhancing your brand's relevance.

• Stay True to Your Brand: Ensure that your marketing strategies align with your brand's core values and resonate with your target audience for lasting impact.

ALSO WATCH

HELP SHAPE GROUP Y
Reminder To Tell Us Your Input  

Be a part of creating the future of Group Y community! We’ve created a short survey to collect your ideas and feedback. Your input will be essential in shaping the events, benefits, content, and features we provide. 

As a bonus, completing the survey enters you for a chance to win a $100 AMEX gift card and free tickets to an upcoming Group Y event!

EVENT RECAP

Group Y returned to Portland with Sound, Sport & Style at Kamp Grizzly. 

We brought together Portland's most inspiring creatives, brand builders, and community leaders for an evening of honest conversation, connection, and celebration of all things Portland.

The packed-house audience enjoyed a panel discussion featuring Bimma Williams (Collab Lab), August Heffner (Instrument), Hanna Boone (Stumptown Coffee), and James Keoni Arizumi (Jordan/Nike), who shared the defining moments, challenges, and unexpected turns that have shaped their creative journeys.

The second panel included Nishat Akhtar (Instrument), Jazmine Agcaoili (content creator), Yogi Hakim (Kamp Grizzly), and Marcus Harvey (Portland Gear), which showcased the power of Portland’s creative spirit—one that is rooted in community, authenticity, and heart.

 Events like this remind us of what makes Portland’s creative community so unique, and we’re just getting started.

TELL US

DON’T FORGET

✅ Update your profile to connect with our community

✅ Check out the Event Photos and Recap Videos.

✅ Follow along on social (Linkedin, Instagram, X, TikTok, Facebook)