Wells has been a researcher and strategic planner for the past 24 years. Throughout his career he has been providing strategic counsel for some of the top agencies and brands in North America including TBWA, McCann, TAXI, Saatchi & Saatchi and Leo Burnett. His responsibility is to glean human truths (insights) from primary and secondary research in order to develop inspirational briefing documents for integrated communication strategies. Wells also knows the importance of building brands in the new digital era requires innovative and creative ways to influence purchase decisions all the way along the consumer journey. In addition to hard selling campaign strategies Wells particularly enjoys working on campaigns that feature how big corporate brands can play a role in making people’s lives better through corporate social responsibility. Wells has worked with many of the world’s top brands. His brand strategy experience includes, Coca Cola, Nike, Kellogg’s, Nintendo, Nissan, Ford, Toyota, General Motors, MINI, Microsoft, X Box, Apple, Sony, Sony Playstation, Taco Bell and Burger King. More pertinent, Wells has worked on the Canada Tourism Commission business and the Toronto Tourism Commission, where his job was to develop strategies to attract both business and leisure tourism.