Wayne S. Roberts

CEO, Blade Creative


The Globe and Mail calls Wayne S. Roberts “ad industry provocateur”; Maybe its because he’s never seen the point of playing by the ad game rules that place awards above results, while offering spec work instead of real value to win accounts.


Throughout his career, Wayne has maintained a defiantly independent streak characterized by his insistence that agencies must be honest, direct and passionately invested in their clients’ success.


His pioneering work in espousing the brand community perspective has been a touchstone of his belief that branding is more than just logos, websites and ad campaigns; it is the fundamental way human beings connect with each other to create communities and launch movements that have changed our world.


As an industry thought leader and public speaker, Wayne has entertained and inspired  audiences ranging from the National Bank and Dickies Work Wear, to McMaster University’s FORGE start-up incubator and the inaugural SME Expo 2020, where he was a panelist and brand strategy workshop leader.


He has authored content and been featured on a variety of business media platforms, including the Globe and Mail, Toronto Star, Global TV, CBC’s Radio Canada, PROFIT Magazine, Canadian Business, Cannabis Retailer, Canadian Natural Health Retailer (print and podcast) and CIUT FM’s Innovation Nation radio program, to mention a few.


He is also publisher and host of Blade’s ongoing content platform and web series, Brand Edge.

All sessions

How Augmented Reality Can Boost Your Beer Brand

  • 25 September, 2020
  • 13:00 - 13:20
  • Main Stage