Debbie Williams is a former agency founder and current SVP of Marketing at Smartify, with 20+ years of experience helping brands define their voice, accelerate growth, and connect more meaningfully with their audiences. A pioneer in content marketing, she co-founded the award-winning agency SPROUT Content—later acquired by Gorilla Group/VML—and co-authored Brands in Glass Houses, published by the Content Marketing Institute. Today she’s deeply immersed in digital out-of-home media, where technology and real-world audiences intersect.

How many years have you been a judge?

This is my first year!

What excited you about judging for the Telly Awards?

I’m excited to serve as a Telly Awards judge because it’s a chance to celebrate creative excellence and champion the storytellers who are moving our industry forward. I’ve spent my career at the intersection of content, marketing, and technology, so being part of the process that fosters innovation in video is incredibly meaningful.

What was your first job in the industry? What did it teach you?

I interned in the marketing department at ELLE Magazine in college. My first job was as the creative coordinator at Griffin Bacal, an iconic toy advertising agency in NYC. There, I learned all that it took to create a TV commercial and launch a new product from idea to final creative that aired on TV (in 1996). As a junior creative I was involved in concept, copy, visual and music – which led to storyboard and production.

What project are you most proud to have worked on?

In 2025 we won Startup of the Year by The Advertising Club of New York. I was honored to be a part of the process of elevating our company to that level and collaborating with the team to put our founding team on Billboards in Times Square.

What’s the most challenging part about your job and/or the industry?

There’s a lot of discourse right now about the taxonomy used around different screen categories in digital out-of-home which is causing some competitive friction. Every company is also coming out with AI agents, including us, which is new territory for everyone. We (DSPs and SSPs) need to collaborate to agree on naming and processes to make it as easy and efficient as possible for advertisers.

What do you look for to determine excellence in video?

When I look at video, I’m looking for more than beautiful visuals but a spark that makes me feel something. A strong idea and clear point of view matter, but I love when a story feels intentional and emotional, even in a short format. I pay attention to the craft of the storytelling elevates the message rather than distract from it. Excellence to me is about impact, did it stay with me after I watched it? Did it make me think differently or connect more deeply with the brand or story being told?

What are your current roles and responsibilities and what do you love most about your job?

I’m the SVP of Marketing at Smartify (Media), a premium digital out-of-home network across the top markets in the U.S. I lead all aspects of marketing for the company, including content, social media, brand, display host growth/education, local advertising campaigns, and thought leadership in the industry. I love having the opportunity to lead every aspect of marketing for our growing company and playing a key role in the story we tell.

What initiatives or projects are you working on now that excite you?

Right now I’m most excited about the work we’re doing at Smartify to connect digital storytelling with real-world audiences through DOOH. We’re building new ways for brands, from global names to local businesses, to show up in the moments and places where decisions actually happen. I’m also passionate about elevating small business voices, sharing the stories of our small business display hosts (storefront network). We are also working on a big initiative with Samsung that will be a game-changer for the company and small businesses.

Do you have any specific practices you lean on to spark creativity?

I read a lot and stay up to date on social media (as a Gen Xer), and through SubStacks and industry newsletters. I’m a perpetual consumer of content.

What inspired you to pursue your career path?

Since a young age I was fascinated by media and tv commercials. I grew up right outside of NYC so I was fortunate to be in the center of it. I used to study magazine mastheads, make up newspapers, magazines and commercials in my room. It’s always been an interest as far as I can remember.

In your experience, what is a significant change you are seeing happen in the video, television, and/or film industry, and what insight can you share about how to navigate it?

A significant shift is how quickly AI is moving from a behind-the-scenes production tool into a true creative collaborator. It’s changing everything, from scripting to editing to personalization, which is exciting, but also overwhelming. My biggest insight is: don’t chase the tools, chase the intention. Use AI to enhance ideas, not replace the human voice or emotion of the story. The projects that will stand out are the ones that pair technological innovation with a strong point of view and a human-centered narrative.