About WG
Our Story
We Are a Senior Collective of Expert Brand Builders
Small by design, we dig in.
Hands-on, practitioner led, and systematic. We bring a diverse and multi-disciplinary approach that blends business acumen, social sciences, brand-building expertise, and design to transform brands and businesses.
Katie Waterson
Co-Founder
“Deep insights work is strategy work, and the most critical catalyst there is to breakthrough brand building.”
My career has been shaped by an insatiable curiosity about people, culture and the ever-evolving forces of change spanning my 25-year career as a strategy consultant to visionary leaders across industries and brands. My training and education in journalism, anthropology, business strategy and design has allowed me to weave social science disciplines into a distinct philosophy and brand-building method, leading to breakthrough insights, innovations, and campaigns for many of today’s most beloved brands.
Maggie Garner
Co-Founder
“Competitive advantage is built in nuance. Brilliant brands design for what often goes unspoken.”
As a marketer raised in the “Consumer is Boss” era of Procter and Gamble, I am a product of blue-chip brand building and world-class human insights. Working across categories, corporate strategy, and leading Human Insights Innovation, I honed my philosophy and methods for bridging insights to big ideas that business leaders can actually activate. When done well, Insights can build a competitive advantage that lasts.
Multi-Dimensional Expertise
Our expert team tackles complex problems with a unique blend of creativity, rigor and precision. The expertise required to build brands today lies in the integration of methods to find insight beneath the surface. We bring a diverse and multi-disciplinary approach that blends business acumen, the social sciences, brand-building expertise and design to customize every project for transformational outcomes.
Karen Hillis-Skipper
Strategy
Scott Coligan
Strategy
Jayson Zoller
Strategy
Sarah Bull
Strategy
Kelly Barber
Research
Scott Cunningham
Creative
Jenn Talbot
Creative