After his unceremonious departure last September from MediaVest Canada, a company he helped launch and presided over for over five years, industry veteran Sherland Forde virtually disappeared from the media scene.

But after a year’s hiatus that saw him back in his birthplace, the Bahamas, where he took the time to hone his golf swing and restrategize his career, he has reemerged in fine form to inaugurate his newest venture, Forde Media Works.

Taking a decidedly different approach to media management, FMW does not seek to land planning and buying assignments or replace existing media agency partners. Instead, the new Toronto-based operation leverages Forde’s 20-plus years of media expertise in providing a senior-level, media advisory service to marketing and advertising teams.

‘FMW’s primary goal,’ says Forde, ‘is to direct the creation of more effective media programs; to better monitor their success, and ensure a higher level of accountable value for money spent.’

Since launching FMW on Oct. 1, Forde has been busy picking up a handful of key clients, including Nestlé, but still found half a minute to connect with Strategy MEDIA.

What are the most crucial industry challenges that have emerged over the past year?

Media measurement and accountability. Measuring the impact of media activity on marketing success will be critical to ongoing growth in this segment of the industry.

Is consolidation within the industry a good thing?

On the advertising agency side of the business, consolidation paved the way for media unbundling. Media unbundling provided the platform for media companies to invest in delivering a better media product to clients. In a marketplace where media is growing in its complexity, this is good.

What’s the best media plan you’ve ever seen?

I don’t think I have one. I am particularly drawn to plans that are guided by a specific consumer/media insight and recognize that at the end of the day, it’s all about selling a product or service.

As one of the few black leaders in your field, how has the colour of your skin impacted your success?

Part of the challenge in our business is to stand out from the clutter. In that context, it has helped. In other cases, I don’t know whether it has helped or hindered because I have never been particularly concerned.