Madison & Wall's Talent Raid Signals Shake-Up in Ad Intelligence

PORTLAND, Ore. – June 15, 2026 – In a move that sends a clear signal across the global advertising intelligence landscape, the data and strategy consultancy Madison & Wall has announced a significant global expansion, powered by the strategic hiring of top-tier talent from its most established competitors. The firm has poached James McDonald, a decade-long veteran and data leader from WARC, and Michael Leszega, a seasoned analyst from MAGNA, to bolster its forecasting and advisory services. This isn't just a routine personnel announcement; it's a calculated offensive by a relatively young firm to challenge the industry's old guard and redefine the market for advertising insights.

Founded just three years ago by the well-known industry analyst Brian Wieser, Madison & Wall has been methodically building a foundation in the U.S. and Canadian markets. Today's announcement, coupled with the release of its first-ever global advertising forecast, marks a pivotal shift from regional player to global contender. The move suggests a deep conviction that in an increasingly complex and fragmented trillion-dollar ad economy, the demand for truly independent, financially rigorous analysis has reached a critical inflection point.

A Calculated Strike for Top Talent

The centerpiece of Madison & Wall's global strategy is its aggressive acquisition of human capital. The hiring of James McDonald as Managing Director, Global Markets, is a particularly audacious move. McDonald spent over a decade at WARC, a titan in marketing intelligence, where he was the Director of Data, Intelligence & Forecasting. He was instrumental in building the company's international data offerings, which are leveraged by the world's largest brands, agencies, and even governments. His departure is significant, especially as it comes just months after he led the successful launch of WARC's new global Media product.

In a statement, McDonald acknowledged the gravity of his decision. “WARC has been like family to me, and I never expected to leave,” he said. “But I believe deeply in what Brian, Luke and the team are building at Madison & Wall.” His move underscores the powerful draw of the challenger firm's vision and its potential to disrupt the status quo.

Joining him is Michael Leszega, CFA, who comes aboard as a Senior Analyst after 11 years at MAGNA, the intelligence arm of agency holding company Interpublic Group (IPG). At MAGNA, Leszega was a key figure in analyzing the U.S. advertising market. His move reunites him with Luke Stillman, CFA, another MAGNA veteran who joined Madison & Wall as a Managing Director in 2025. This assembly of talent from direct competitors is no coincidence. It is a deliberate strategy to consolidate expertise and build what founder Brian Wieser boldly calls a team with “by far, more collective expertise forecasting the advertising economy than any other firm on earth.”

The Rising Demand for Independent Intelligence

This talent consolidation is happening for a reason. The global advertising market has become a labyrinth of new channels, from retail media networks to the sprawling creator economy. Navigating this complexity requires more than just high-level data; it demands deep, insightful analysis free from the potential biases of parent organizations. Madison & Wall is positioning itself as the answer to this need.

The firm’s leadership is uniquely composed of Chartered Financial Analysts (CFAs), including Wieser, Leszega, and Stillman. This background informs a distinct, financially-grounded approach that differs from intelligence units embedded within agency holding companies, whose forecasts can sometimes be perceived as serving broader corporate interests. As one industry observer noted, “There's a growing appetite for a truly independent voice that can connect the dots between ad spend, market trends, and shareholder value without any other agenda.”

This sentiment was echoed by the new hires. “The advertising economy is becoming more complex, more global and more dependent on high-quality data,” McDonald stated, highlighting the “real need for independent analysis, rigorous datasets and practical insights.” Leszega added that with “interesting new channels emerging and consequential trends shaping this trillion dollar global market,” the demand for deep analysis has never been greater. By emphasizing its independence and analytical rigor, Madison & Wall is tapping directly into a critical market vulnerability of its larger, more established rivals.

Forging a New Global Forecasting Powerhouse

Ambition is not in short supply at the Portland-based consultancy. Alongside the new hires, the firm launched its first-ever global advertising forecast, immediately entering the fray with established players. The initial forecast, which covers ten key markets including the U.S., Germany, Japan, and Brazil, projects a +9.4% growth for the year. This places Madison & Wall's analysis squarely in the influential cohort of industry bellwethers like WPP and WARC.

This is just the first step. The firm has laid out an aggressive roadmap to expand its coverage to 50 markets during 2027, complemented by ongoing written research and analysis. McDonald has been tasked with leading this charge, building out a broader global research platform. His areas of focus signal a forward-looking product strategy: developing deeper insights into the creator economy, tracking advertiser-level spending by category, and creating tools that allow clients to integrate Madison & Wall's data directly into their own workflows. This focus on actionable, accessible data aims to move beyond static reports and become an indispensable part of clients' strategic decision-making processes.

The Architect's Blueprint for Disruption

This entire campaign of expansion and talent acquisition is the manifestation of a long-term strategy orchestrated by founder Brian Wieser. His career path is unique, spanning Wall Street (Lehman Brothers, Deutsche Bank), Madison Avenue (WPP’s GroupM, Interpublic’s MAGNA), and ad tech. This trifecta of experience gives him a panoramic view of the industry and a deep understanding of its interconnected financial and operational mechanics. Madison & Wall is, in essence, the culmination of that experience.

The firm's methodical growth, from its founding in 2023 to the strategic addition of former MAGNA executive Luke Stillman and CRO Greg McLelland in 2025, shows a deliberate, patient assembly of a team built for a specific purpose. It is not a startup seeking a quick exit but a consultancy being constructed brick-by-brick to become a lasting institution. With its newly acquired all-star team and a clear vision, Madison & Wall is no longer just an interesting new voice in the industry; it is now a formidable contender poised to challenge who gets to define the narrative of the global advertising economy.