Jay Waters

Senior Instructor

Jay Waters is a senior instructor the advertising and public relations department, teaching classes in media, strategic thinking, and agency management. Jay joined the A+PR department full-time in the fall of 2015 after 24 years with Luckie and Company, a full‐service advertising agency headquartered in Birmingham. Just before joining the faculty, Jay’s most recent position at Luckie was senior vice president, chief strategy officer, responsible for brand strategy, account planning, and media planning and buying.

During his advertising career, Waters has planned half a billion dollars in media placements for clients in a wide variety of industries – including travel and tourism, financial products, telecommunications, consumer packaged goods, public utilities, health care, retail stores and QSR.

Campaigns that he planned have won both of the media industry’s leading awards, winning a Cannes Lion for media planning at the Cannes International Ad Festival for his work with Alabama Tobacco Free Families, and a Media Plan of the Year award from Mediaweek magazine for his planning work on Regions Bank. In addition, Waters’ consumer insights and research have provided the foundation for several Addy and Telly award-winning creative campaigns on the brand planning side.