AUCKLAND, Today: Phantom Billstickers has appointed Tom Horton and Madi Broome as its new Co-General Managers, marking a new leadership chapter for one of Aotearoa’s most culturally recognisable OOH businesses.
The move signals a deliberate shift in how Phantom is thinking about growth, partnership and creative ambition, without losing the street-level spirit that made it Phantom in the first place.
Founded on the streets of Christchurch in 1982, Phantom has never really behaved like a standard media owner. Its reputation was built on culture, trust and the belief that cities deserve more than concrete.
That thinking now sits at the top of the business, with Horton and Broome bringing marketing and commercial experience into a shared leadership model.
Horton becomes Co-GM, Brand, based in Wellington, leading Phantom’s brand and commercial strategy, alongside creative output with the in-house Custom Shop team.
Broome becomes Co-GM, Sales, based in Auckland, leading client relationships, sales performance and commercial growth across the North Island.
“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.” – Robin McDonnell, CEO of Phantom Billstickers
Together, the pair will balance brand integrity and commercial performance, not as competing forces, but as two things that should probably be talking to each other more often.
Robin McDonnell, CEO of Phantom Billstickers said, “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. 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.”
For Phantom’s clients and agency partners, the appointment changes the conversation. Phantom has always offered more than a site booking, bringing a point of view, cultural weight and genuine investment in the work.
That offer is now backed by a leadership team that has sat on the other side of the brief, understands how budgets are defended, brands are protected and results are judged beyond impressions.
When clients call Phantom, they are talking to people who speak their language, while still understanding the beat of the street.
Share this Post
