Our Founders
The people behind FORMA.
Yoav "Yo" Shahar
OpenAI certified prompt engineer with 25+ years driving innovation across media and technology at Turner Broadcasting, Microsoft, and Warner Brothers. Yo has lived through every major industry transformation from linear broadcasting to digital to programmatic to AI. At FORMA, he translates complex AI into practical strategies that non-technical professionals can use on day one. Media technology strategist, AI transformation consultant, and industry thought leader with deep insight into emerging trends and implementation best practices.
Brett Whelan
Trusted strategist with 25+ years leading global media teams at Initiative, Canvas Worldwide, and Publicis, managing billion-dollar budgets for Amazon, The Home Depot, and Hulu. Brett knows what it takes to move large organizations through change. At FORMA, he helps teams cut through the noise to identify where AI creates real, measurable impact. Fortune 500 brand strategist, media transformation consultant, and trusted advisor specializing in AI integration across complex business ecosystems.
Thomas Baiter
Anthropic and Vanderbilt University certified AI Educator with 25+ years in Ad Tech product management and customer success at Turner Broadcasting, Clypd (acquired by Xandr/Microsoft), and Operative. Thomas is the bridge-builder who turns complex technology into something everyone in the room can understand and use. At FORMA, he combines deep domain expertise with rigorous process optimization to help organizations integrate AI while breaking down silos. Ad Tech transformation specialist, AI implementation consultant, and cross-functional team unifier with a proven ability to simplify complex technologies for audiences from C-Suite executives to end users.
