Forty Under 40: Ed Cyster

An entrepreneur and calculated risk-taker, Ed Cyster leads by creating a vision and recruiting the best talent to grow his globally integrated communications group.

Originally from Edinburgh, Scotland, Cyster studied applied health science at Chichester University in England. While working for a sports marketing agency in London, he realized the power of communicating through media and marketing and its impact on the success or failure of a brand.

In 2008 he founded 4mediarelations, a broadcast public relations company.

Now made up of five companies, all owned and operated by Cyster, 4media group offers a variety of services. Clients include The Virgin Group, British Airways, GM, Walmart/ASDA, Expedia, CITI Bank and H&R Block.

“In its simplest form, we get clients on TV and radio,” he said.

After capturing much of the U.K. market, Cyster set his sights on the U.S. in 2016. After visits to friends in Northwest Arkansas, he chose Bentonville for the firm’s global headquarters because of the area’s entrepreneurial spirit and family-friendly lifestyle.

In April 2020, Cyster led 4media to acquire News Generation in Washington, D.C., even though many agencies were cutting back due to the COVID-19 pandemic.

With offices in London, New York, Los Angeles, Chicago, D.C., Atlanta and Orlando, and an average year-over-year growth of more than 15%, global revenue is approaching $15 million.

Passionate about aviation, Cyster is a member of the British Unlimited Aerobatic Team and was part of the Discovery Channel docuseries “Idris Elba: No Limits.” A known warbird pilot, Cyster regularly participates in ceremonial flying events, including the 15-city Arkansas flyover in May that honored healthcare workers.