Most of my career has been spent helping organizations figure out how to communicate more clearly—both internally and externally.

And one thing I’ve seen over and over again is this: a lot of marketing looks right on the surface, but underneath, something isn’t quite working.

The strategy isn’t fully aligned. The message doesn’t connect the way it should. Or the execution isn’t delivering the results everyone expected.

That’s the kind of work I enjoy most.

I like stepping in, asking the right questions, and helping teams get back to what actually matters—clear thinking, strong messaging, and marketing that leads to real action.

Because when those pieces come together, marketing stops being a cost—and starts driving real growth.

My Yellow Brick Road

Meet The Wizard

I’m Wal Ozello, President and “Wizard” of Emerald City Agency. I’ve spent more than 30 years helping organizations communicate in ways that actually connect—whether that’s with customers, employees, or entire systems.

Along the way, I’ve worked with global brands, supported executive leadership, and shaped messaging that influences how people think, feel, and act. But the work I enjoy most isn’t just building campaigns—it’s helping teams make sense of what’s not working and finding a clearer path forward.

I’m a storyteller at heart, but I’m also practical. I focus on what the work actually does—how it performs, how it drives growth, and how it helps move a business forward.

Around here, we talk about brains, heart, and courage.
That’s not just a theme—it’s how I approach the work:

  • Brains to bring clarity and strategy

  • Heart to create real connection

  • Courage to make decisions and move things forward

And yes… sometimes a little bit of Wizardry helps too.

Wal working with OSU Alum, Eddie George, at a Wendy’s Heisman event.

How I Got Here
Before starting Emerald City Agency, I spent my career working inside organizations—helping brands communicate more clearly, build stronger connections, and navigate complex challenges. That experience shaped how I approach the work today.

I’ve seen what happens when strategy and execution are aligned—and what happens when they’re not. I’ve worked with executive teams, supported large systems, and helped guide brands through moments that required clarity, consistency, and trust. Here’s a look at some of that experience.

Scarlet and Gray
While at The Ohio State University College of Medicine, I helped strengthen the brand’s national reputation through more focused, strategic content marketing. Over four years, the college climbed six spots in U.S. News & World Report rankings—supported by clearer messaging, stronger digital content, and more intentional audience targeting.

I also led efforts to reshape the brand’s voice and guide communications during a leadership transition, ensuring everything stayed aligned, consistent, and effective.

Wal hosting a meeting with Wendy’s spokesperson “Red” and a co-worker .

Square Hamburgers
I spent nearly two decades at Wendy’s, working across both internal and external communications for a system that included 6,000+ restaurants, 500+ franchise groups, and more than 250,000 employees.

On the internal side, I led strategic communications initiatives that helped align franchisees, support operations, and strengthen the brand from within—working closely with executive leadership across multiple functions.

Externally, I focused on building brand trust and cultural relevance through cause marketing, local engagement, and storytelling rooted in Wendy’s history, values, and community impact.

It was an opportunity to work at scale, navigate complexity, and understand how clear, consistent communication drives confidence—both inside an organization and out in the market.

Wal fronting his rockband, Armada, at the legendary Alrosa Villa.

The Man Behind The Curtain
Outside of client work, I stay close to the things that have always shaped how I think and create.

I’ve taught marketing, advertising, consumer behavior, and e-commerce at the college level—an experience that sharpened how I break down ideas and communicate them clearly. I’m also a lifelong musician and frontman for the rock band Armada, where I get to connect with audiences in a completely different way.

Today, I’m a Senior Partner with Columbus Foodies, a 200,000+ member community built around discovering and supporting local restaurants. I also co-host The Off The Menu Podcast, where we explore how food connects people, culture, and everyday life.

Along the way, I’ve written, filmed, published, and created across a range of mediums—from blogging and independent film to a science fiction series.

At the core, it all comes back to the same thing: understanding people, telling better stories, and creating something that actually connects.

The best thing about having a heart is giving it to others.

-Wal Ozello, President & Wizard @ Emerald City Agency

Organizations We Support