Spotlight On: Maggy Wilkinson, CEO, Athena Global Advisors

November 2025 — Maggy Wilkinson, CEO of Athena Global Advisors, sat down with Invest: to discuss the firm’s evolution into a full-service marketing agency, its strategic embrace of AI, the value of purpose-driven campaigns, and how accountability and client partnership continue to shape its growth. “Employees are the best sales channel any company can have, but they must be fully bought in. Consumers can see whether employees believe in the company’s mission — it shows in how they represent the brand,” Wilkinson added.

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What changes in the business landscape over the past year have had the biggest impact on Athena’s approach?

For us, there have been changes that have affected our clients, though not necessarily the work we do for them. In some cases, employees might read the news and anticipate shifts, but our strength lies in remaining relevant to our clients. We have customers in sectors such as automotive, where tariffs have had an impact, and others undergoing major transitions, which has kept us busy. One of the biggest topics, though often discussed abstractly, is the growing importance of AI. It is especially relevant for service-based companies like ours, and we have fully embraced it. We are measuring how it has improved our work and passing those lessons on to our clients, which makes us more effective and relevant. 

There are many practical ways we use AI. For example, we use bots to find press clips, reducing manual effort. Our creative team uses AI to resize content for different formats and personalize it for various cities, which saves time and reduces human error.

Over the past decade of growth, how has your core mission adapted to meet evolving client needs, increasing market complexity, or other emerging challenges?

Before starting Athena, I was the chief operating officer at my previous company and expected to continue in compliance consulting. The truth is that my plan was born out of necessity. We followed the opportunities and discovered within three years that compliance work required enormous effort with little return. At the same time, clients were engaging us in new areas as social media was emerging, and we approached that challenge with a data-driven, analytical mindset.

The results were strong, and 13 years later, Athena has evolved into a full-service agency that does what a traditional firm does: marketing, events both live and virtual, data analytics and reporting, and strategic consulting. Our five core practice areas work together to deliver comprehensive solutions. Sometimes it takes time for clients to understand our model, but once they do, they see how the “Athena machine” operates seamlessly.

What differentiates Athena and how has this model of combining strategic consulting with hands-on execution shaped the kinds of clients and challenges you take on?

Our sweet spot tends to be larger organizations that need integrated, end-to-end solutions. A great example is our work on the NFL’s “Huddle for 100” campaign, which we conceived and executed. It involved every part of the organization: strategic marketing, events, and community engagement. The campaign generated more than 100 million minutes of volunteer time through “pedals,” or community initiatives, with participation from all clubs, coaches, players, and legends. Our events team coordinated 10 major events and 1,100 activations nationwide. Most companies would need to hire multiple firms to deliver something of that scale, but we manage it all in-house through a full-funnel approach.

Because your projects sit at the intersection of branding, events, community engagement and beyond, how do you define success?

Every campaign needs to be measurable. While there is a feeling of accomplishment when a campaign goes well, tangible results are essential. For the NFL, we measured participation, minutes contributed, and economic impact, not even including components like food drives, cancer screenings, or Boys and Girls Club programs. Being able to quantify and report those results reinforces our value to clients.

What trends are emerging around how companies communicate purpose in a way that resonates with both internal and external stakeholders?

Employees are the best sales channel any company can have, but they must be fully bought in. Consumers can see whether employees believe in the company’s mission — it shows in how they represent the brand. Internal and external communication must therefore align. We have noticed a shift among employees in the first 15 years of their careers: they want to see meaning in their work, understand their impact, and be part of an organization that contributes to the community. Articulating that purpose internally is essential for engagement. It is a positive and necessary trend that reflects how workplace values are evolving.

Philadelphia has long been both a home base and a fertile ground for Athena. How would you characterize the city’s creative and civic energy?

Philadelphia is vital to who we are, and I am very thankful for that. The city has been fertile ground for Athena’s growth. Winning a major contract with Comcast led us to hire local talent, and we quickly fell in love with the city. I was struck by its character — its architecture, food, and energy make it an exciting place to live and work. Philadelphia rewards effort and commitment. When you invest in the city, it notices and gives you a chance to succeed, which is something you may not find elsewhere.

What does building a workplace culture of creativity and trust require, especially in today’s world?

I am proud of the culture we have built at Athena. Collaboration is central to how we operate. People speak up and share ideas openly. We do not always agree, and I sometimes have to make the final decision, but everyone feels heard. Transparency is also key. We share earnings and have a profit-sharing model so that everyone understands how the company is performing. It is a safe environment in which to make mistakes and learn from them. Owning those moments and continuing to grow is part of what makes our team strong.

Where do you see the greatest opportunity for Athena to grow and evolve in the next three to five years?

Our biggest opportunities lie in large-scale campaigns, such as the FIFA World Cup bid or projects that help major companies introduce new products or implement structural change. These broad-reaching campaigns allow us to combine all our strengths across strategy, creativity, and execution.

What we have built at Athena represents what organizations will increasingly seek in the future: partners who can guide them through the entire journey from strategy to execution. There is a growing appetite for action-oriented firms that do not just advise but deliver. We are proud to think strategically while working side by side with our clients, sharing responsibility for success. Most new business comes through word of mouth rather than brand recognition, which means we must prove ourselves every single day. That accountability keeps us sharp and driven.

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