Where AI Innovation Meets Industry Expertise

At Forma Media, we believe in an AI-first future – but we also know that vision demands practical expertise to become reality. Founded by industry veterans Brett Whelan and Yoav "Yo" Shahar, we offer something uniquely powerful: a true 360-degree view of the media and advertising ecosystem.

While most firms specialize in just one side of the business, we bridge the gap. With Yoav's 25+ years in media and tech sales complementing Brett's matched tenure on the client and agency side, we deliver insights from both sides of the desk – a true one-stop destination for transformative guidance.

AI Innovation Concept

Meet our Team

Brett Whelan

Brett Whelan

Co-Founder & Media Strategy Expert

Trusted agency leader who has guided some of the world's most recognizable brands through the evolving media landscape. At Forma Media, Brett helps organizations cut through complexity to identify and implement AI-driven strategies that deliver measurable results.

Career Highlights:

  • Former agency leader at Initiative Media, Canvas, and Publicis
  • Managed billion-dollar media budgets for Amazon, The Home Depot, and Hulu
  • 25+ years shaping innovative campaigns and leading global media teams
  • Recognized expert in vendor evaluation and strategic partnership development

Enterprise Experience: Fortune 500 brand strategist, media transformation consultant, and trusted advisor specializing in AI integration across complex media ecosystems.

Yoav Shahar

Yoav "Yo" Shahar

Co-Founder & AI Technology Expert

Pioneering force at the intersection of media and technology with a career spanning the evolution from traditional linear broadcasting to today's AI-driven landscape. At Forma Media, Yoav translates complex AI concepts into practical, actionable strategies that media professionals can immediately implement.

Career Highlights:

  • OpenAI certified prompt engineer and AI implementation specialist
  • Veteran of Turner Broadcasting, Microsoft, and Warner Brothers
  • 25+ years driving innovation and revenue growth across media transformations
  • Expert in traditional media, digital advancement, and programmatic evolution

Enterprise Experience: Media technology strategist, AI transformation consultant, and industry thought leader with unparalleled insight into emerging trends and implementation best practices.

Thomas Baiter

Thomas Baiter

Consulting Head of Strategy and Operations

Bridge-building strategist and "universal translator" who transforms complex Ad Tech operations into streamlined, efficient systems. At Forma Media, Thomas combines deep domain expertise with rigorous process optimization to help organizations navigate AI integration while breaking down silos and driving measurable results.

Career Highlights:

  • GenAI certified professional from Vanderbilt University with multiple AI credentials
  • Veteran of Turner Broadcasting, Clypd (acquired by Xandr/Microsoft), and Operative
  • 25+ years optimizing Ad Tech operations and driving revenue growth through strategic process improvement
  • Recognized for technology stack consolidation and operational efficiency expertise

Enterprise Experience: Ad Tech transformation specialist, AI implementation consultant, and cross-functional team unifier with proven ability to simplify complex technologies for audiences ranging from CEOs and CTOs to engineering teams.