Tom Brookbanks, Managing Partner—Global Solutions MEDIAEDGE:CIA, NEW YORK

Tom Brookbanks recognizes that today’s media landscape is constantly changing, and experimentation is crucial for brand growth.Yet, he accepts the fact that such accelerated rate of change makes it difficult to provide the right solutions for marketers.The managing partner for global solutions of Mediaedge:cia, New York, forges ahead as both a risk-taker and perfectionist, constantly seeking new ideas for his clients and doggedly working with media partners to insure their success.“One big idea out of ten maybe an enormous success.As a result, clients need to consider more of a venture capital model, if they genuinely want to push the envelope,” he says.To truly advance today, one has to risk, sometimes fail, but always learn and take the brand to new places, he believes. “You have to embrace change and its consequences, not run from it,” he says. He is a big believer in encouraging marketers to capitalize on a media brand’s intense relationship with its audience.“Buying ad pages is easy, but helping consumers find new affinity for a brand, while also breaking down walls about media awareness on a client’s P&L is challenging, but meaningful, work.” For him preparing for a new world order given such goings-on as the fast growth of the BRIC nations, technology, and digitalization of content is key.