CXO MovesLeadership & Strategy
Thomas Biedermann Joins Star as Global Head of Media & Advertising
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Star has appointed Thomas Biedermann as Global Head of Media & Advertising, adding more than two decades of international leadership experience across media, advertising, agency and consumer-side roles.
In his new role, Thomas will lead Star's global Media & Advertising strategy, strengthen relationships with agency networks and support the company's expansion into direct services for brands.
Strengthening Media and Advertising Leadership
Thomas brings experience spanning agency leadership, digital media, publishing and consumer propositions. Before joining Star, he served as Managing Partner at iProspect and spent more than eight years as SVP and Managing Director at Merkle | DWA. Earlier in his career, he held senior media and customer proposition roles at Sky Deutschland.
At Star, his mandate will extend beyond traditional media and advertising services. He will help agencies and brands navigate the growing convergence of marketing, data, technology and AI while building more connected marketing capabilities.
Expanding Services for Brands
Thomas joins as Star expands its Media & Advertising business beyond its long-standing work with agencies and media owners to support brands directly.
The company is building capabilities around in-house data, MarTech and marketing operations, while helping brands integrate these capabilities with agency platforms and establish technology foundations for AI.
The move reflects a broader shift in which brands are taking greater ownership of their data, technology and marketing operations while seeking more connected and efficient customer experiences.
Building AI-Ready Marketing Capabilities
Star's expansion comes as marketing organizations face growing challenges around fragmented systems, data integration and AI adoption. According to a 2025 Forrester Consulting study commissioned by Star, 50% of senior marketing decision-makers surveyed said they struggled to track campaign ROI because of fragmented marketing systems, while only 8% reported seamless data integration between brand and agency platforms.
Thomas will help address these challenges by bringing together Star's technology modernization, systems integration, platform development and AI-enabled automation capabilities with its media and advertising expertise.
Looking Ahead
With Thomas leading its global Media & Advertising business, Star is positioning the practice to deepen agency relationships while expanding its direct engagement with brands.
His experience across agency and consumer environments will also support the company's efforts to help marketing organizations build more connected, AI-ready operating models as the industry continues to evolve.
About Star
Star is a global technology consultancy that works across technology modernization, systems integration, bespoke platform development and AI-enabled automation. Its Media & Advertising practice supports agencies, media owners and brands as they modernize marketing operations and build connected technology capabilities.
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