William leads Client Servicing at sweetwater with a sharp focus on building lasting partnerships, navigating complexity, and ensuring creative ambition meets operational clarity. A founding force behind sweetwater’s growth over the past eight years, he has played a pivotal role in transforming the agency’s approach to business development, client leadership, and experiential delivery across the region. Calm under pressure but always pushing forward, Will is known for his ability to bring structure and momentum to even the most high-stakes briefs – translating big ideas into seamless executions across sport, lifestyle, automotive, banking, and beauty.

His leadership style is equal parts empathetic and exacting: championing creative excellence, nurturing talent, and upholding high standards that reflect his belief in long-term, values-driven partnerships. Obsessive about the details and fiercely committed to executional craft, Will approaches every brief with the same energy – whether it’s a global campaign or a last-minute pitch. No task is too big or too small. No ego, just great work. From shaping major experiential rollouts with adidas, Sephora, and Mashreq, to leading multi-market brand activations across the UAE and KSA, Will ensures every project delivered by sweetwater feels impactful, intentional, and on-brand.

He’s not just a conduit between client and creative – he’s an anchor, fixer, and trusted voice in the room. When he's not leading pitches or steering client success, you'll likely find Will exploring new cultures, road-tripping with his wife, or chasing the perfect golf swing somewhere scenic. A believer in clarity over chaos and relationships over transactions, he continues to shape sweetwater’s future with curiosity, consistency, and a deep care for the people and partners who make great work possible.