Greg Williams Named Partner at Backbone Media

Backbone Media has named Greg Williams as a partner. Greg joins partners Penn Newhard and Nate Simmons in leading the agency, with a particular focus on the rapidly growing media division.
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Backbone Media, a public relations and media agency servicing clients in the active outdoor lifestyle space, has named Greg Williams as a partner.Greg joins partners Penn Newhard and Nate Simmons in leading the agency, with a particular focus on the rapidly growing media division.

Williams started at Backbone in 2005 and has a well-rounded perspective on the business having worked in the PR department before re-launching the company’s media division. With his leadership, media has expanded to six full-time staff and over a dozen clients including New Belgium Brewing, Eddie Bauer, Aspen Snowmass, SmartWool, Polartec, Outdoor Research, La Sportiva, Far Bank, Boa, and Black Diamond. In the last 24 months, the media division has expanded its capabilities to optimize advertising dollars across print, digital, out-of-home, radio and television.

“The digital advertising arena and its natural overlap with Backbone’s social media consulting business and public relations efforts has created tremendous synergy that will be a major driver of growth for our company,” stated partner Nate Simmons. “Greg has played a leadership role in the development of these capabilities at Backbone and we’re proud to have him as a partner in the company.”

“I am thrilled to join the leadership team at Backbone and serve the wonderful clients and people we work with at those brands,” says Williams.“We have the strongest team we have ever had at Backbone.”

Penn Newhard commented, “Greg has always been very entrepreneurially minded focusing on the overall success of the company and striving to constantly raise our game. Making him an partner was a natural evolution.”

Prior to Backbone Media, Greg was the Director of Advertising Sales for Climbing Magazine, Admissions Director for the Colorado Rocky Mountain School, and a founding partner in one of the country’s pioneering climbing gyms, The Philadelphia Rock Gym. Greg lives in Carbondale with his wife Carolyn, daughter Sage and son Luke. He is an avid climber, skier and fly fisherman with an emphasis on “creating memorable mountain experiences with friends and family.”

About Backbone

Backbone Media is a progressive media and PR agency specializing in the outdoor and active lifestyle marketplace, representing over 35 category-leading clients with offices in Carbondale, Colorado and Jackson, Wyoming.