Jay Waters began his career in the retail grocery business and still believes the best tool for measuring the worth of a campaign is a cash register. It’s a practicality that can be hard to find in an era of new-age, mind-boggling metrics that leave you wondering, “OK, but did we make money?”

As the leader of Luckie’s Communications Planning and Brand Planning functions, Jay plays a central role in bridging innovative strategy with smart execution. His extensive experience in media strategy has been recognized with some of the industry's top honors, including a Gold Media Lion at Cannes and Mediaweek Plan of the Year.

With Luckie since: 1992

Expertise: Communications strategy, brand planning, media buying, integrated promotional campaigns, consumer insight, direct response advertising, out-of-home, tourism, consumer packaged goods, banking and public service.

Key client experience: Regions Bank, Little Debbie, Alabama Tourism Department, Asheville CVB, Papa John's and Express Oil Change.