New leadership at Phantom Billstickers understands the ‘beat of the street’

Phantom Billstickers has named Tom Horton and Madi Broome as its new co-general managers.

Both Horton and Broome come from marketing and commercial backgrounds. Their appointments are a conscious statement that brand and commercial thinking are not in competition and that the most successful version of the company is also its most creatively ambitious one, says Phantom.

“Phantom Billstickers has always operated at the intersection of commerce and street culture. We are elevating brand thinking to the same level as commercial strategy, keeping the voice of the customer as our North Star,” says Phantom CEO Robin McDonnell.

“Madi and Tom perfectly represent this duality; they speak the language of our clients and understand the beat of the street. Together, they provide the heartbeat for the future of Phantom Billstickers.”

Productive tension

Horton takes the role of co-GM, brand, operating from Wellington and leading Phantom’s brand and commercial strategy and creative output with the in-house Custom Shop team.

Broome takes the role of co-GM, sales, based in Auckland, leading Phantom’s client relationships, sales performance and commercial growth across the North Island.

Together they form a leadership model designed to hold brand integrity and commercial performance in productive tension – neither subordinate to the other.

For clients and agency partners, Phantom says its offering is now backed by a leadership team that has sat on the other side of the brief, that understands what it means to defend a budget, protect a brand and deliver results that go beyond impressions.