Welcome to Episode 40 of the Waves Social podcast. On this episode, we sit down with Gary Williams, Chief Creative Officer for Creative Theory Agency, to talk about his experience scaling the agency over the last year. Creative Theory is a culture-focused agency that has worked with big names like Google, Meta and YouTube. We talk with Gary about how the team knew it was time to grow, what it was like bringing in HR, how they work to keep their mission central to the work they do, the important role leadership plays in maintaining their culture and more. Gary takes a deep dive into Creative Theory’s mission to elevate the voices of Black and Brown people, as well as underrepresented groups. He explains why he’s staying rooted in DC and why they chose to open Gift Shop in addition to their agency work.  Show Notes: Gary dives into handling sudden growth as an agency and why it’s important to hire with intention. Talking about how Creative Theory scales efficiently, decides when to grow and when they knew it was time to bring in an HR team. How to take calculated risks with growth and hiring.How leadership can drive and protect culture as your business shifts and changes. Creating your mission and keeping it first.Why Creative Theory has decided to keep growing and how they’re making sure their team is supported.How Gary went from working as a photographer to running a creative agency. What did that change look like?Advice for marketers and agencies aspiring to create award-winning work. Plus, finding and standing in your why.What work is Gary most proud of? What is the Gift Shop and where is it going? How Creative Theory is taking tangible steps to support Black and Brown artists.Who is more of the risk taker between Gary and Tamon? And, how to decide on the right types of risks to take as a business.Why Gary’s staying planted in DC.How to get started with whatever it is you want to do. Who’s capturing Gary’s attention right now?Discussed in this episode: Gary Williams: @masterwilliamsCreative Theory Agency: https://creativetheory.agency/Micaiah Carter - @micaiahcarterAbad Studio - @abad_studioBeyond 8 - @beyond8_Joshua Kissi - @joshuakissiInari Briana - @inaribrianaWaves Social with Mike (@mmmiiike) and Mitzi (@mmmitzi).  For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/