Deepening We.’s ability to connect audiences and ideas in powerful ways
SEATTLE — May 6, 2025 — We. Communications today announced the appointment of GiGi Downs as Head of We. Studio. Downs will lead the North America team that brings together AI, creative, digital and data to deliver real impact for clients. Her arrival comes at a pivotal moment for We., as the agency debuts a refreshed brand built to help businesses communicate through complexity in today’s ever-changing world.
“GiGi is a true builder — of ideas, teams and impact,” said Dawn Beauparlant, We.’s Global President. “She brings a unique blend of strategy, creative energy and a deep understanding of how to turn insight into action. Her leadership will help push our thinking, elevate our work, and fuel what’s possible for our clients across We.”
With a career spanning both global networks and boutique agencies, Downs has more than two decades of experience in brand and communications strategy, including senior roles at Edelman, IPG and WPP agencies. She has advised major brands, such as PepsiCo, Nutella, Verizon, Adobe, Unilever, PayPal and Mastercard, overseeing strategy and execution for communications campaigns rooted in deep audience understanding.
At We., Downs will be at the heart of how the agency brings audience-led strategy, sharp insights and creative execution together to help clients connect with their audiences in smarter, more meaningful ways. She will also drive the continued evolution of the agency’s AI-powered approaches: helping brands achieve more precise audience engagement, sharpen creative strategies and deliver measurable impact. Her background in building technology tools that decode audience behavior and fuel storytelling makes her a natural fit to help guide the future of We.
“Joining We. is an extraordinary opportunity to put into practice my belief that the more complexity, the more creativity,” Downs said. “I’m excited to work with this talented team to meet the moment, recentering the work around creativity and invention.”
Downs steps into the role as Erica Fields retires from We. Fields, who has overseen We. Studio since 2019, will stay on in an advisory capacity through June to support a smooth transition.
“Erica helped build a powerhouse of AI, creative, digital and data-driven expertise,” Beauparlant said. “We’re grateful for her contributions as we springboard into this next chapter.”
About We. Communications
We. is a global communications agency helping brands navigate an ever-changing world. With decades of experience at the intersection of technology and humanity, we translate innovation into meaningful experiences that connect with people. As change accelerates and expectations evolve, we help brands communicate through complexity to create lasting impact. We offer a range of solutions across diverse industries, audiences and stakeholders, ensuring our clients are always prepared for what’s ahead.
For more information, press only: Kara Kraft, We., (503) 443-7143, karak@wecommunications.com
