Creative leaders retreat

Palm Springs, CA | February 7-8, 2019

Lewis Williams
Chief Creative Officer, Burrell Communications

Session: Is the Total Market Approach a Creative Killer?

Every second, America is becoming more diverse. It is estimated that we will be a minority-majority country by mid-century. To address this demographic shift, clients are requesting a more inclusive go-to-market strategy, which is coined the "Total Market" approach. Lewis will share his insight into this delicate, challenging and often confusing marketing trend in an effort to help clients and agencies navigate this evolving market.


Lewis is a passionate, award winning creative leader and storyteller with extensive experience in total, ethnic and multicultural marketing. As a thinker across all platforms, digital and traditional, he always thrives for both breakthrough and effective solutions. During his career he has created work for major brands such as McDonald's, Toyota, American Airlines, Budweiser, Walt Disney World, Allstate, Miller Lite, Verizon to name a few.

After spending much of his successful career at Leo Burnett/Chicago he is presently Chief Creative Officer of Burrell Communications. He leads a staff of 30 which includes creatives, producers, broadcast business and digital artists. He leads by example and inspires with passion.

Lewis is a distinguished alumnus of The Kent State School of Design. In 2006 he established the Lewis and Dona Williams Scholarship Fund. The funds are dedicated to those students needing financial assistance. In order to maintain a healthy work/life balance he is an avid runner and dedicated yoga student.