In this engaging conversation with former AdMonsters keynote, Walt Geer, CCO of Innovation North America, VML, we learn about the vision behind his latest venture — BlackWeek. Learn how the conference is shaping up to become the Black Davos and why it’s more critical than ever to keep DEI in the spotlight.
BlackWeek is October 15-18 at Spring Studios in Manhattan. Don’t miss out on this powerful event that aims to drive real change and create economic opportunity for diverse communities.
The advertising industry has a big problem. Despite thriving on creativity and connection it struggles to reflect the real world.
Black consumers hold over $1.4 trillion in buying power, yet Black talent remains critically underrepresented in advertising, comprising only about 7.2% of professionals in the space. When diverse talent is absent from decision-making rooms, it’s more than a staffing issue — it’s a creativity crisis. We end up with ads that miss the mark, reinforce stereotypes, or worse, leave entire communities feeling unseen and unheard.
Enter BlackWeek. Founded by seven Black and Latino agency leaders, the event brings together top talent, brands, and decision-makers to show how real inclusion can turn into real results. As brands and advertisers continue to fall short on diversity promises made during the racial reckoning of 2020, BlackWeek plans to apply the pressure and drive real accountability. Inclusivity leads to better business outcomes. Period. And BlackWeek is here to show that.
As an economic forum, it offers a platform where conversations around opportunity, cultural representation, and diversity in advertising aren’t just happening — they’re front and center.
Walt Geer, Chief Creative Officer for Innovation North America at VML, knows how to make noise. For years, he’s reinvented how brands connect with consumers and fiercely advocated for Black talent. With BlackWeek, Geer and his co-founders are building more than just a seat at the table — they’re building a new one. Ahead of the event, running October 15-18 at Spring Studios, we caught up with Walt to talk about how BlackWeek is set to reshape the future of advertising.
In this Q&A, Geer explains why BlackWeek is designed to create space and fundamentally transform how Black professionals are represented and empowered in the advertising ecosystem. With keynotes featuring leaders like Shannon Sharpe and Gary Vaynerchuk to intentional discussions on Black buying power and cultural reinvention, BlackWeek is set to move the needle on inclusion, opportunity, and economic equity.
Lighting the Fuse: What Sparked BlackWeek?
AdMonsters: What gaps in the industry did you and the other founders see that made you want to start BlackWeek?
Walt Geer: It’s an interesting conversation. This idea actually started with Joe Anthony, one of our founders, during a birthday party. He had gathered a lot of executives, and there was this moment where it felt good being together and talking about what was going on in our industry. That led to a quick conversation among the seven of us — Andre Gray, Monique Nelson, Dabo Shea, Gabrielle Shannon, Adan Romero, and myself — about how we could move the needle forward.
Joe was the driving force. He brought in his agency, Hero Collective, to back it and get the ball rolling. And before we knew it, we were all in. We posted a promo video on LinkedIn, and the response was wild. That’s when we knew we were onto something big.
DEI Is Dead? Not So Fast
AdMonsters: We keep hearing that DEI is dead. Did that have an impact on your decision to launch BlackWeek?
WG: Absolutely. I think this whole idea that DEI is dead is bullshit. We’ve seen companies backslide on their promises. Our goal is to put this conversation back on the map in a disruptive way. Black people represent trillions in buying power, yet the leadership at these companies often doesn’t look like us. BlackWeek is about creating a space for real, inclusive conversations with people who are doing the work, not just showing up for a photo op.
Key Conversations That Pack a Punch
AdMonsters: What are some of the key topics and conversations attendees can expect at BlackWeek?
WG: We’re trying to make BlackWeek the Black Davos, an economic forum focused on driving dollars back into the Black community. Some of the sessions are heavy hitters like “Broken Promises,” “The Future of Advertising is Black Women,” and “The Rise of Black and Brown Influence.” We’re not just talking about DEI as a feel-good topic; we’re pushing conversations that will lead to real outcomes like investments, acquisitions, and promotions. It’s all about action.
From the Stage to the Boardroom: Turning Talk into Action
AdMonsters: How do you plan to translate these conversations into tangible outcomes for Black professionals and companies
WG: It’s not just about the conversations on stage — it’s about who’s in the room. We have leaders like Peloton’s CMO, Lauren Weinberg, and others who are not just talking but showing how their companies are walking the talk.
We want attendees to leave inspired and equipped to go back and make changes within their organizations. We’re also hosting sessions with WPP’s top M&A guys to give Black-owned companies insight into acquisitions. It’s about making sure that we’re funneling real dollars back into the Black community.
Breaking Down Barriers for the Next Generation
AdMonsters: How are you making the event accessible to young, creative Black talent while also meeting your financial obligations?
WG: We’ve been super intentional about making BlackWeek accessible to young talent, and that’s key to what we’re trying to achieve. Conferences like this are expensive — sometimes $4,000 or $5,000 just to attend — and it’s usually the senior leadership who gets sent. To level the playing field, we’ve partnered with organizations like The One Club, 100 Roses, and Creative Ladders to give 60 passes to individuals with five years or less of experience.
We’ve also given out 50 passes to unemployed professionals who submitted their portfolios and resumes. That’s 267 submissions for 50 passes. It’s about giving access to those who usually get left out of these spaces.
We’re also working with local colleges like NYU and Columbia to bring in Black student organizations and get them involved. These students and young professionals are the future, and we’re committed to making sure they have a real seat at the table.
Where Opportunity Meets Creativity
AdMonsters: What makes BlackWeek different from other conferences when it comes to connecting talent with opportunities?
WG: The structure of BlackWeek is intentionally designed to connect talent with real opportunities. We’re not just hosting panels for the sake of discussion. We’ve built-in moments for attendees to pitch themselves. On the last day, we’re bringing 15 organizations into a room where young professionals and even mid-career folks can present their work.
It’s like a live TED Talk, giving people five to seven minutes to speak directly to decision-makers about who they are and what they do. These moments are designed to spark real connections that can lead to hires, partnerships, and more. The goal is that in two or three years, we’ll see millions of dollars funneled back into Black communities through job creation, acquisitions, and investments. That’s the long-term vision of BlackWeek.
Big Names, Bold Conversations: Who’s Showing Up
AdMonsters: Who are some of the key players and content highlights that attendees can expect at BlackWeek?
WG: We have a crazy lineup of speakers. You’ll see Greg Oden, Shannon Sharpe, Dave East, Eric Austin from P&G, Danny Robertson from The Martin Agency, Gary Vaynerchuk, Aliyah Kemet, and so many more.
What’s wild is that most of these people are donating their time, paying for their own travel and hotels just to be part of this. They believe in what we’re doing, and that’s what makes this so special.
Support the Movement, Show the Love
AdMonsters: Any final thoughts for those attending BlackWeek or thinking about getting involved?
WG: Look, showing love is showing up. Whether that’s liking a post, commenting, or sharing — it all helps. We’re seven founders self-funding this event, and we’re almost at break-even, which is incredible for year one. But this isn’t about getting rich — it’s for us, by us. We’re trying to create a moment, and we appreciate any support.