We've hired transformation specialist Julia Race to strengthen global culture offer

Global branding consultancy Wolff Olins has appointed Edelman's vice president of business transformation, Julia Race, to the newly created position of senior director of culture, where she will focus on further developing its employee experience offer.

Julia, who will be based in New York, will partner with both US and global clients to define and activate brand-led culture work. The consultancy has seen that more clients than ever understand the power that having the right culture can bring to their brand, acting as an accelerator to successful transformation.

“The amount of attention culture is getting right now as a business priority is incredible - and absolutely vital. We’ve seen firsthand the increasing influence that employees have on the future trajectory of a business, with companies that invest in culture and employee experience proven time and again to have strong, enduring brands,” said Julia.

During her time at Edelman’s US practice, she worked with major clients including Boeing and REI. Prior to that, Julia spent two years as the head of strategy at employee activation agency Integral, and almost six years at Landor & Fitch, where she began to focus on culture transformation. She has worked with a broad range of clients including Barclays, BP, Campari, Dow Dupont, Ford Motor Company, Frito Lay, Johnson & Johnson, Levi Strauss & Co., L’Oreal and WWE.

Sairah Ashman, global CEO of Wolff Olins, said, “We believe passionately that designing and delivering a strong internal culture is fundamental to both brand and business success - it’s the not-so-secret key to our own at Wolff Olins. Julia joining underscores our deep commitment to taking a holistic approach to brand building and adds expertise to our team - we’re excited to welcome Julia on board and for the impact we’ll have together.”

Julia added, “Wolff Olins is driven by an immense amount of creativity and I admire the way they can make an otherwise intangible idea feel real for any audience.

“Employee behaviour change is most achievable and sustainable when it inspires folks to feel emotionally connected to a company’s vision. Most structures that have governed workplace dynamics and experiences have been transformed post-pandemic, many for the better. I believe brands have a unique responsibility to bring a sense of soul back to the corporate world,” said Julia.