Culture · Franchise · Talent · Strategy
The Carnell Agency
"My work focuses on how a story enters the market — and how it sustains itself."
Joseph C. Williams, Founder
110B+
Earned Impressions
6 Flagship
Franchise Campaigns
15+ Years
Shaping Cultural Narrative
flagship franchise campaigns
6
110B+
earned impressions
Major studio/streaming campaigns
50+
years shaping cultural narrative
15+
Joseph C. Williams
A seasoned communications and publicity director with over 15 years of experience shaping cultural narratives. Most recently Director of Publicity at STARZ, Joseph lead strategic campaigns for flagship franchises including P-Valley, the Power Universe, and BMF. His expertise spans multicultural strategy, talent relations, and crisis management, rooted in a PR background from Texas Southern University. A recognized industry leader, his portfolio includes some of the most influential titles across Apple TV+, Disney, Netflix, and Sony.
AWARD RECOGNITION: NAACP IMAGE AWARDS · EMMYS · ACADEMY AWARDS · CRITICS' CHOICE REOCGNITION · GLAAD RECOGNITION · AAFCA RECOGNITION
SELECT PROJECTS
Spider-Man: Into the Spider-Verse
A Star Is Born
Ted Lasso
BMF & P-Valley
Soul & Mulan
Venom & Claws
When They See Us
Hamilton
Bridgerton
One Night in Miami
Tenet & Bad Boys
Power Book II: Ghost & Power Book IV: Force
Capabilities
01
Franchise & IP Lifecycle Communications
Holistic publicity management for high-value intellectual properties from initial development through rollout.
04
Crisis & Issues Management
Rapid-response communications and narrative protection for sensitive industry transitions, protecting long-term brand equity.
02
Campaign & Publicity Leadership
Strategic direction for multi-platform promotional campaigns, ensuring brand cohesion and maximum earned market impact.
05
Events & Experiential Strategy
Directing influential physical and digital experiences that translate core brand values into tangible cultural cachet.
03
Talent & Creator Ecosystem Strategy
Deep industry mapping and relationship management to align top-tier creators with authentic cultural moments.
06
Awards Strategy as Business Driver
Positioning premium projects for critical recognition to drive commercial longevity and institutional prestige.
Narrative Launch Strategy
A narrative-first strategy during the COVID surge that delivered record-breaking press engagement and prestigious NAACP recognition.
Cultural Series Repositioning
Strategic repositioning of a multicultural series for sustained cultural conversation, yielding increased ratings and a weekly fixture status.
Franchise Sentiment Management
Managing complex fan sentiment around a major franchise finale, shifting press discourse from reactive to balanced while preserving long-term equity.
Nonprofit Cultural Strategy
Six years of strategic communications for Truth Awards, sustaining national relevance and impact within the LGBTQ+ POC community.
As Featured In
VARIETY / HOLLYWOOD REPORTER / DEADLINE / NYT / PEOPLE / VOGUE / FORBES / ESSENCE / BET / ANDSCAPE / THE ROOT / GMA / TAMRON HALL / TODAY SHOW / THE BREAKFAST CLUB / NPR / THE NEW YORKER / USA TODAY /
Background
2022–2026
Director of Publicity
STARZ
2021–2022
Senior Communications Manager
OWN
2018–2021
Account Director
Terry Hines & Associates — Disney, Netflix, Paramount, Warner Bros., ABC
2019
Senior Publicist
Cashmere Agency — Netflix, TNT, STARZ
2016–2018
Agency/Network roles
Nickelodeon/Viacom, Spinlab, Pacific Communications
2011–Present
Founder
The Carnell Agency