By Brian Steinberg, Todd Spangler, Jennifer Maas, Cynthia Littleton
Andrew Matthews / Adam Hunger 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.
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Brian Albert (YouTube/Google)
Brian Albert Managing director, media partnerships and creative works YouTube/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?
“Embrace creators and start creating culturally relevant messages, not just ads. 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. “Not only do creators have highly engaged fandoms, but they also bring fresh insights and new ideas as collaborative partners. Albert steers the sales strategy for a platform with infinite streaming inventory. Broadcast TV has had a hard time competing, in his view.
“Our clients’ audiences are on YouTube, and when they lean into multi-format campaigns across [connected] TV and mobile, that’s the most effective way for them to reach the right customer at the right moment,” Albert says.
