Walter Barraza is the Co-Founder and Chief Creative Officer of WALO, an omnicultural agency built for today’s evolving American consumer.

After immigrating from Central America during a period of civil unrest, Walter grew up in Dallas between languages and cultures, shaping his belief that the most powerful brands don’t speak at people, they understand them.

Over the past 20 years, he has helped build and evolve brands including Fruit of the Loom, NBCUniversal (Comcast + Xfinity), Miller Lite, Samsung, Jarritos, and 7-Eleven. In 2014, he co-founded WALO to create work that reflects a layered, diverse, and constantly evolving America. A year later, WALO became Agency of Record for Jarritos, reinforcing its ability to connect culture and commerce with authenticity.

Walter’s leadership journey includes time at The Richards Group, Dieste, Gallegos United, and Lopez Negrete Communications, where he refined a guiding truth: the strongest brands aren’t built on trends. They are built on cultural understanding.