Even people who have been around the block a few times on Madison Avenue find themselves sometimes having to ask for directions. The art and science of promoting goods and services to consumers has grown so complex in recent years that it often seems to require a PhD in data science as well as a significantly wilder-than-usual imagination. So we’ve picked a few from hundreds of marketers and media mavens who are trying their best to make a difference in the business of advertising while balancing the need to be mindful of consumer tastes and insights.
They also have to keep an eye on the math behind it all. Many of our honorees recently found themselves in the middle of a great challenge, like how to merge two companies known for operating traditional ad agencies, or how to keep old-school candy fresh for the modern youth buying base. The people on our list have demonstrated they weren’t afraid to try something new or challenge long-held conventions.
There are lessons to be learned from their accomplishments. Brian AlbertManaging director, media partnerships and creative worksYouTube/Google The exec who oversees YouTube’s outreach to Madison Avenue has what many advertisers crave: young viewers and most of their favorite creators. With the annual Academy Awards telecast coming to YouTube in 2029, Albert is poised to gain new respect from media agencies and marketers.
How does he approach the challenge of getting messages to stand out in this fragmented era? With limited audience attention today, the authenticity and trust that YouTube creators bring to campaigns are huge differentiators for brands looking to break through the noise,” he says. Broadcast TV has had a hard time competing, in his view.
Jay AskinasiChief revenue officerParamount Skydance In his early months as chief revenue officer at Paramount Skydance, largely tasked with ad sales, Askinasi is trying to make inroads with marketers and tear down walls between Paramount’s TV and streaming assets. In the effort to harness all of the studio’s power to stand out, Askinasi has leaned on the Paramount Media Labs branded content studio. As an ad seller with both broadcast and streaming assets, how does he see the effectiveness question?
We’re leveraging these assets across the Paramount ecosystem to deliver the outcomes that matter most to brands.” Chris BellingerChief creative officerPepsiCo Foods U.S. Bellinger has for several years pushed media outlets and agencies to do things differently. Maybe it’s a digital video featuring a collab between Nickelback and Megan Thee Stallion.
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