Independent media agency Brainlabs has expanded its executive team with the appointment of Adam Edwards as Chief Product Officer. 

 He succeeds Jeremy Hull, who is shifting to the new role of  Chief Solutions Officer, where he will focus on expanding Brainlabs’ client solutions, partnerships, and market innovation initiatives, working closely with the agency’s global leadership team. 

Edwards co-founded Metric Theory, scaling it from a startup to an agency managing $400 million in annual digital ad spend across more than 100 B2B, tech, and eCommerce clients before its 2020 acquisition by S4 Capital.  

As Chief Client Officer, he oversaw a 100+ client services and strategy team. Following the acquisition, Edwards served as executive vice president, head of performance media at S4 Capital’s Media.Monks. 

Based in the Bay Area, Edwards is tasked with accelerating the development of Brainlabs' product offerings and enterprise AI capabilities, focusing on  media optimization to help brands drive growth. 

His mandate includes expanding the firm’s newly launched and proprietary Real Intelligence predictive analytics, automation, and cross-channel optimization suite of tools.  

According to Edwards the Real Intelligence offering is designed, “specifically to serve as an agency of record for growth-focused advertisers with media spend between $10 million and $250 million.” 

More precisely, says Edwards, “Real Intelligence is a methodology, it's how we work in order to deliver integrated media execution. Instead of treating brand and performance marketing as separate silos, we systematically combine them. By pairing real data and exceptional creative thinking with laboratory-grade validation capabilities, we can push creative and targeting boundaries that would normally be too risky.” 

In the coming months Edwards will focus on expanding the methodology “to allow us to empower more bold ideas, in the form of hypotheses, and systematically test them in a structured, measurable way, essentially de-risking larger creative and audience decisions before we scale them. It's about maximizing what works while de-risking exploration of what could work even better.”  

While Edwards is Chief Product Officer, he’ll also collaborate on the development of enterprise capabilities and solutions. Asked to clarify, he replied, “Think of it as three interconnected layers. Products are the specific technologies we build. Enterprise capabilities are the media services we offer. Solutions are how we combine both to solve specific client challenges. 

“I find it confusing that so many agencies keep tech completely independent of the services that underpin the agency's offering. The focus on all three is intentional as we want to ensure that all the layers work together balancing AI efficiency with human insight for maximum impact.” 

Beyond Real Intelligence, Edwards says the agency is launching  additional innovations, including : 

One example is the agency’s recent CTV work that used cross-publisher frequency capping via DV360 to run seamless campaigns across YouTube, Netflix, and broadcast platforms. Edwards says the effort resulted in more than 1.4 million additional unique viewers and a 77% lift in product searches—with no budget increase. 

“This exemplifies our vision,” explains Edwards. “Making media genuinely responsive by combining the power of AI with human strategic creativity to directly influence consumer behavior.” 

In addition to Edwards, Brainlabs has added Chief Marketing Officer Liz Yoselowitz, former TikTok executive Ali Goodman as Managing Partner, North America, and Andy Littlewood as Chief Planning and Data Officer to the team over the past year. 

The appointments come as the agency is accelerating its growth in North America, which has become the company's largest region. It was founded in the UK in 2012 by former Google executive Daniel Gilbert. 

In part the firm has fueled the expansion with a series of acquistions, the latest being the July 2025 acquisition of Los Angeles-based Exverus Media.