As President & CEO of Wil Power Integrated Marketing, Wil Shelton has grown the company into a global salon, stylists and barber marketing agency offering a full range of traditional and digital marketing services to the multi-cultural masses in the beauty and grooming industries. He is the driving force behind the company’s business development and creative strategy. Under his direction, the agency designs and executes targeted campaigns to connect global brands to the industry authentically to reach their multicultural consumer.
Prior to starting his company Wil started out being a salon owner and hairstylist and that is where Wil’s vision for Wil Power Integrated Marketing was born of hard-won experience. He knew a different kind of agency was needed-a firm that takes a holistic and integrated approach towards promoting salons, stylists and barbers, while consistently over-delivering on value and responsiveness.
With a network with over 100,000 African American salons and barbershop nationwide and the ability to reach over 100 million consumers annually, Shelton feels that it’s important for brands to have multicultural divisions or arms because most brands are setting up multicultural departments. “Multi-Cultural marketing is becoming more and more an important part of the business for the hair industry,” he said. “Brands are taking advantage of this and they are seeing it in their bottom line.”
Wil specializes in aligning both new and familiar brands with his company’s core ability to produce creative campaigns that authentically speak to the multicultural consumer. One of his many successful partnerships includes pairing AT&T with top beauty salons and barbershops. Wil Power Integrated Marketing’s expertise paid off for global brand AT&T when they were tapped to maximize awareness around the AT&T Code of Culture campaign with authenticity.
Below is an inspirational story commercial spot we produced for this activation:
Full AT&T Case Study
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In the News:
Wil Shelton, CEO, Wil Power Integrated Marketing quoted in “Black Barbershops and Salons Are a Marketing Opportunity Hiding in Plain Sight,” Doug Zanger, Adweek, December 1, 2020
Wil Shelton, CEO, Wil Power Integrated Marketing quoted in “WHAT P&G GOT RIGHT —AND WRONG— IN ITS DIVERSITY PUSH: An early focus paid off, but P&G’s top marketer says it is behind on its diversity hiring goals,” Jack Neff, Ad Age, June 30, 2020
Wil Shelton, CEO, Wil Power Integrated Marketing interviewed for Q&A in “Black-owned barbershops and salons feel the impact of COVID-19 and Black Lives Matter movement,” Bruce Horovitz, NRF, July 16, 2020