Connecting People, Ideas and Purpose: A Q&A With Bill Imada

Bill Imada is a pioneer in multicultural and generational marketing. As the founder, chairman and chief connectivity officer of IW Group — a minority-owned and operated agency in Los Angeles focused on advertising, marketing and communications — Imada has dedicated over three decades to helping brands effectively connect with diverse audiences 

Under his leadership, IW Group has collaborated with some of the world’s most iconic companies, including Lexus, McDonald’s, Walt Disney, Wells Fargo and Warner Bros. 

Imada is known for his innovative approach and deep understanding of cultural nuances, making him one of the most trusted voices in engaging both consumer and B2B markets. His LinkedIn “About” section perfectly encapsulates his ethos: He thrives on curiosity, lifelong learning and helping others connect to what truly matters 

In this Q&A, Imada shares his sources of leadership wisdom and insights on the evolving DEI landscape.

What are your favorite sources for leadership wisdom?

I serve on the public relations and marketing advisory councils of several universities and colleges. When these advisory councils meet, I hear, see and feel the sage counsel of the administrators, faculty, students, alumni and corporate leaders in the room. 

I listen to podcasts, especially when I'm stuck in traffic. Brian Moran is the host of “The Small Business Edge” podcast, which is available on Spotify and iTunes. Brian always has great advice for small business owners. 

I also enjoy speaking with leaders in our industry, including Pat Ford, former worldwide co-vice chair of Burson-Marsteller and now a professor-in-residence at the University of Florida, and Dr. Tina McCorkindale, president and chief executive officer of the Institute of Public Relations. They both have unique perspectives on advancing public relations and people who work in our industry.

Who are the top leaders within the communications space that you most admire, and why?

Fred Cook, director of the USC Center for Public Relations at the University of Southern California Annenberg School for Communication and Journalism; Patrice Tanaka, founder and chief joy officer of Joyful Planet; and Kim L. Hunter, founder, chairman and chief executive officer of the LAGRANT Foundation. 

Fred held several roles at Golin for many years, including chairman, chief executive officer and managing director. His professional and personal network is immense, and he knows how to engage his powerful connections to advance our industry. Take a moment to review what he created at USC. It’s remarkable.

Patrice is an expert in personal and professional reinvention. She founded a successful communications agency back in 1990 when it was quite unusual to find an Asian American in such a visible senior role. Patrice is a strong role model for me and other public relations, marketing and advertising professionals. Today, she is the founder and chief joy officer of Joyful Planet, a company that helps people find meaning and purpose in their lives. She continued to help and support me.

Kim is the founder and chief executive officer of LAGRANT Communications, a multicultural marketing and communications firm with deep ties to the Black/African American and Hispanic communities. Kim also founded the LAGRANT Foundation, which has provided thousands of merit-based scholarships to diverse students pursuing careers in advertising, marketing and communications. For those who know Kim, he isn’t shy about his views and beliefs. I love his honesty and his perspectives. 

Agencies that do DEI work are deeply concerned about the current political climate. As the leader of a multicultural agency, what are your thoughts? 

No, I am not that concerned. I co-founded several nonprofit organizations that focus on the value and significance of diversity, addressing inequities, elevating inclusiveness and creating spaces where everyone feels they have a place at the table. I also love challenges. Every problem or challenge has multiple solutions. 

And I plan to pivot. In 2025, I will focus my attention and energy on addressing civility and civil discourse in the United States. I also plan to elevate storytelling to new levels and shift my energy to story-doing and story-living. I’ve already started conversations with like-minded people throughout our country. And I am going to provide the time and resources to get this done.

Your agency does work not only across cultures, but also generations. What do today’s leaders, younger Gen Xers and older millennials need to understand to effectively lead Gen Zers?  

Today’s corporate and agency leaders should invite their early-career professionals to participate in the process of decision-making sooner versus later. And they should be intentional about doing this. Young adults want their leaders to be open and honest about their challenges and triumphs. 

They also want to be asked for their thoughts and opinions on an array of topics, including their personal and professional development, the health and well-being of the company and their colleagues, and the impact they are having at work and in society. In an era where it is common to find multigenerational households and workplaces, this is an opportunity to share experiences and create new ones.