Barry leads MillennialPlus, a purpose-driven marketing firm. The company advances cultural truths, cross-disciplinary thinking and storied experiences to build stronger, more profitable relationships with customers. Omnicom Group’s Diversified Agency Services and Mr. Wade forged Millennial+ as a joint venture in 2014.
Wade served on the Corporate Diversity Board of one of the largest diversified global media conglomerates, News Corporation, providing guidance and oversight. As Chief Operations Officer of ZMagic, an advertising agency started by Earvin “Magic” Johnson, Jr. and Jordan Zimmerman of Zimmerman Advertising, Omnicom Group’s largest retail advertising agency in the United States, Wade was responsible for securing 90% of the total revenue generated by ZMagic from such clients as Miller Brewing and Royal Caribbean.
As North American Brand Director for Allied Domecq's Courvoisier Cognac, previously the world’s second largest spirits company, Wade was responsible for Courvoisier’s P&L, marketing and business development. Wade led the brand’s through-the-line advertising, channel development and strategic account programming throughout the United States, and provided insights to strengthen the brand’s global marketing efforts. Wade created Courvoisier’s Gentlemen’s Tour and tactical off premise initiatives to stem the brand’s declines and return consumption to double-digit growth.
Prior to joining Allied Domecq, Wade working hand in hand with media mogul Russell Simmons to led the Courvoisier global advertising account. As Senior Account Director for Arnell Group, Wade worked directly with Peter Arnell overseeing the Reebok men’s footwear and apparel brand RBK, as well as Reebok’s Onfield division of NFL and NBA licensed products.
Previously, Wade served as Editorial Director of Entertainment for UrbanMagic.com, an Internet venture founded by former Assistant Secretary of Commerce of the United States Larry Irving and Earvin “Magic” Johnson, Jr. As the former Editor-In-Chief of Impact, the leading urban entertainment trade magazine and music conference, Wade refocused the editorial direction of the weekly publication after its acquisition by Vanguarde Media, Inc. Wade lent his know-how to Russell Simmons’ advertising agency, Rush Media, as a consultant on the highly political New York Police Department City Resident Recruitment Campaign to bolster the NYPD’s African-American and Hispanic recruits.
Barry first became involved in marketing, publishing and music as a college radio deejay at Central Connecticut State University where he attended and founded One Nut Network, a hip-hop music tipsheet, which evolved into One Nut magazine, a music trade that breached the wall between a consumer publication, covering urban music and hip-hop culture through an offbeat, humorous and controversial lens. As a college intern at Def Jam Recordings, Mr. Wade was fortunate to learn marketing and promotions under Lyor Cohen, then Co-founder Rush Associated Labels and President of Def Jam; Wes Johnson, then Senior Vice-President of Marketing and Promotion; and Bobbito Garcia, then National Director of Commercial and College Mix Shows. Post Def Jam, Mr. Wade co-founded Green Shoes Recordings, Inc. Green Shoes was a short-lived rap label distributed by Ichiban Records that successfully released recordings worldwide.