Hydrogen Advertising Account Director Colby Naiker’s career journey has been anything but linear, yet a clear throughline connects it all: her gift for building and fostering relationships. From greeting members at the Washington Athletic Club to managing multi-million-dollar shopper marketing campaigns, Colby has consistently shown a talent for organizing people and projects with ease. She’s known for quickly earning trust, keeping accountability at the forefront, and adding a dash of wit along the way.

A champion of creativity rooted in human truth and strategic insight, Colby believes the best work happens when people collaborate and challenge one another. Her portfolio spans a wide range of industries and clients—from Puget Sound Energy and Planned Parenthood to T-Mobile, Holland America Line, Food & Wine, REAL SIMPLE, and more.

Outside of her professional life, Colby loves travel, food, wine, and family traditions, and has fully embraced the (mini)van life, juggling the joyful chaos of shuttling her party of six to school, activities, and adventures. 

As a recent addition to the Worldwide Partners’ Next Gen Council, Colby is helping to deepen engagement within partner agencies, develop ideas to allow each agency to get more value out of the network, and ensure we remain the world’s most collaborative agency network. 

We asked Colby ten questions to learn more about her background, what excites her about the advertising industry, and what independence means to her.  

WPI >> Where did you grow up and where do you live now?

Colby >> I grew up in Milton, WA (small town) and now I live in Edgewood, WA (also a small town). Both are about 45 minutes south of Seattle.

WPI >> Three words to describe your personality.

Colby >> Calm, clever, empathetic

WPI >> How did you end up in the advertising industry?

Colby >> I ended up in the advertising industry through some wonderful mentors! My first "real" job post-college was working with a team that functioned as an in-house agency and it was a fantastic introduction to the power of orchestration between subject matter experts. I loved being a part of it. I was lucky enough to get an agency job quickly thereafter and found my place and my people!

WPI >> What excites you about the advertising industry? What pisses you off?

Colby >> I am excited by the opportunity to help folks solve problems. As the tools at our disposal change and become more powerful, our goal remains consistent.

I don't love the assumption that the bright and shiny thing is automatically the best. Solutions can be found in all shapes and sizes; pragmatic and practical isn't bad!

WPI >> What was your first job and what did it teach you?

Colby >> My first real-deal job was a greeter/receptionist at a car dealership. It taught me about patience, customer service/relationship building, accountability and that every role has value!

WPI >> What is a book, movie, TV show or podcast that you find inspiring?

Colby >> Oh goodness ... most of my reading, tv watching and podcasting is about guilty pleasures! I suppose they serve as a reminder to take time for yourself to reset and recharge.

I gravitate toward things that make me laugh, think and/or happy cry!

WPI >> What is one of the favorite projects you have worked on at your agency?

Colby >> I really love our new campaign for Puget Sound Energy that allows the brand to show up in a new light (pun intended!). It was a departure from their previous work and set a foundation for infusing warmth and humanity into all of the work we do together.

WPI >> What do you hope to get from being part of the Next Gen Council? What do you hope to accomplish?

Colby >> The Next Gen Council is such an amazing and unique opportunity to learn from global colleagues. I hope to build relationships and connections, learn from wildly talented folks, challenge ideas and ideally leave the Council in an even better place than I found it!

WPI >> What does independence mean to you?

Colby >> Independence is the freedom to do things our own way.

WPI >> What would you be doing if you weren’t in advertising? 

Colby >> If I wasn't in advertising... 7-year-old me would be a hair stylist and lawyer, 10-year-old me would be a back-up dancer and interior designer! ha! Present-day me would also pursue multiple career paths ... which either makes me incredibly curious or wildly indecisive.

This article is an installment in a series where Worldwide Partners speaks with members of our Next Gen Council. Check back for more interviews with our council members.