Mentorship has the power to change lives. For Ryan Detert, CEO of Influential, this belief is deeply personal and rooted in his own experiences as a “little” in Big Brothers Big Sisters program. He joined at the age of eight.
“My big, Clayton Roth, was more than a mentor—he was a guiding force who helped shape the person I am today,” said Detert. “Tragically, Clayton passed away in 2019 after battling stage-four colon cancer, but his legacy lives on not just through me but also through his children, now in their 20s. They continue his spirit of mentorship, becoming mentors themselves and carrying forward the train of positive impact.”
Mentorship changes lives. This sense of continuity inspired Detert to take action, not just to honor Clayton but to create a ripple effect that could transform the lives of others. He recently pledged $1 million to Big Brothers Big Sisters of America and kicked off The Changemakers Challenge, an ambitious initiative aimed at the advertising industry to stand up and support the cause.
At a Brand Innovators event supported by the Starbucks Foundation in New York in December, Detert issued a challenge to CEOs, CMOs, and leaders in marketing “use your influence and resources to become force multipliers,” he said. “If we amplify our efforts, we can raise not just $5 million in donations but also secure $100 million in donated media. This effort would spread awareness of The Changemakers Challenge and encourage matches between bigs and littles.”
Clear Channel, along with other media organizations and individuals, has already pledged six-figure donations. Chris Detert, CCO of Influential, is also donating six figures. The hope is to generate widespread awareness and secure resources to create 50,000 new big-little matches.
In September 2025, Big Brothers Big Sisters will celebrate its 120th year anniversary and hopes to achieve the goal by then. Leading up to this milestone, the non-profit’s Board –which includes leaders like Tim Ellis from the NFL, and Artis Stevens from Big Brothers Big Sisters– is planning a series of tentpole events to engage the public, inspire action, and foster connections.
The Changemakers Challenge officially kicked off at the Brand Innovators event. The next major gathering will be a luncheon at the NFL House in New Orleans during the Super Bowl. This event will bring together around 100 executives – CMOs, media company leaders, athletes, and speakers—to discuss the transformative power of mentorship. The group will also host a gathering at SXSW.
A website will serve as a central hub for updates, sign-ups, and resources related to the challenge.
“The Changemakers Challenge is not just about raising funds. It’s about creating meaningful connections that can transform communities,” said Detert. “My own story is proof of this ripple effect. Clayton Roth’s mentorship led me to a successful career, where I now mentor others within and beyond my business.”
“Mentorship fosters growth, reduces recidivism, increases college graduation rates, and strengthens communities,” he continued. “By connecting a big and a little, we’re not just helping an individual; we’re shaping the next generation of leaders – future CEOs, department heads, and community builders.”
