Pathlabs CEO William Lapointe Named Finalist for 2025 Digiday Future Leader Awards
 |
Pathlabs Marketing |
 |
May 29, 2025 |
We’re thrilled to announce that Pathlabs CEO William Lapointe has been named a finalist for the 2025 Digiday Future Leader Awards!
From gym owner to AdTech trailblazer, Will’s unconventional path to leadership embodies exactly what the future of advertising needs. This recognition celebrates leaders who are moving the industry forward with purpose, vision, and empathy. Below, we explore why Will earned this honor, and how his journey is reshaping what’s possible for independent agencies.
William Lapointe leading through the years at Pathlabs: from the 2021 launch party (left), to the Winter All Hands in 2023 (center), and the Summer All Hands in 2025 (right).
An Unconventional Path to Leadership
After studying business at the University of Montana, Will took an entrepreneurial leap by opening his own gym. There, he wore many hats, including trainer, HR manager, and accountant. He also gained the hands-on leadership experience that would define his approach to business going forward.
Building Something Bigger
His early experience served him well when a former professor recruited him to Lumenad, now Pathlabs. Will saw early on that independent agencies weren’t struggling due to a lack of demand or talent; they were struggling because media execution had become too complex, too fast.
Will’s solution to this growing problem was the creation of the Media Execution Partner (MEP) model. This service-first approach provides independent agencies with the team, tools, and support they need to scale without burning out. That model became the foundation for Pathlabs, which opened its doors in 2021.
In just a few years under Will’s leadership, Pathlabs grew into a 100+ person company supporting over 50 agency clients and managing over $200 million in annual media spend. In 2024, Pathlabs was acquired by global programmatic leader MiQ, cementing its place as one of the most exciting growth stories in Montana and the entire AdTech industry.
Shaping the Future of AdTech
The Digiday Future Leader Awards highlight individuals leading the next phase of our industry, and Will’s nomination couldn’t be more well-deserved. His ability to pair entrepreneurial grit with operational strategy and human-centered leadership is exactly what is required to push the boundaries in advertising.
See the other finalists here, then mark your calendar for June 9th when the winners will be announced.
