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Online and offline together
Planned in the same room by the same team, so a poster and a paid social buy are judged on the same terms.
Planning decides where your money should go, and why. Buying secures it at the right price, in the right place, at the right moment. We do both as one team in London and Leeds, so the people who recommend a channel are the people who answer for what it delivered.
Online and offline media are planned in the same room, by the same team, and bought with the scale of our whole client base behind them. Every campaign’s results go into Total Intelligence, our data platform, so the next plan starts from what worked.
Online and offline together Planned in the same room by the same team, so a poster and a paid social buy are judged on the same terms.
No volume target Independent and employee-owned, so no volume commitment sits behind a recommendation.
Scale across every client Rates negotiated across our whole client base, not your budget alone.
Every result kept Each campaign's performance is held in Total Intelligence, so the next plan starts from what worked.
Media planning decides which channels will meet a business objective and how the investment splits between them. Media buying executes that plan, negotiating and purchasing the space. Planning answers where and why; buying answers at what price and when.
Plenty of agencies split the two across separate teams, and it creates a predictable failure. The person who secured a good rate has no stake in whether the placement worked. The person who chose the channel never sees the delivery. Keep both in one team and they stay accountable to the same outcome.
We’re media-neutral across all of it. If your objective would be better served by moving budget out of a channel we manage, that’s the recommendation you’ll get.
We start with the business objective and work outwards. Each objective needs a different job doing, and only the channels that do that job well get funded.
Channels that usually do it: TV, radio, video, connected TV, out of home, video on demand and YouTube, and paid social. Their job is to reach people who don't know you yet.
Channels that usually do it: PR and partnerships, content, and AI search. Their job is to make sure that when people start comparing options, you're on the list and they understand why.
Channels that usually do it: search and SEO, portals and partners, and email and CRM. Their job is to capture demand that already exists, at a cost the business can live with.
Buying scale still matters, though not as evenly as agencies like to claim.
In broadcast, out of home and print, negotiated rates and added value are real and measurable. We negotiate across our whole client base, not one budget at a time, which is how clients who couldn’t command added value alone still get it.
In auction-based channels such as search, social and programmatic, scale buys you far less. What moves performance there is the quality of the audience data feeding the buy.
You know a media buy worked when every channel reports into one place and is judged on the same terms. Total Intelligence holds every channel's performance data and all campaign tracking together, so online and offline aren't left in two decks that never quite reconcile.
That’s also what makes the awkward questions answerable. Did the out of home activity move branded search? Did retail media spend cannibalise search you were already winning? Neither has an answer if every channel reports its own best number.
Media buying is full of jargon and quiet assumptions. Here are plain answers to the questions we hear most about planning, buying and who we’re tied to.
A media buying agency negotiates and buys advertising space on a client’s behalf: TV slots, out of home sites, digital impressions, search and social placements. The aim is the right audience at the right price. Many also plan the media; we do both, so the team that buys a placement answers for its results.
A media plan should be optimised continuously while it runs and reviewed properly at least once a quarter. The quarterly review is the one most plans skip, because it asks a harder question than whether the campaign is delivering: is the channel mix still right? A plan nobody revisits becomes a budget nobody questions.
Yes. We buy TV, radio, out of home, print and cinema alongside every digital channel. Planning them together is the point: it’s the only way to compare a poster with a paid social buy on terms that mean anything.
No. We hold no media inventory and we’re not owned by a holding group, so no volume commitments shape what we recommend. We don’t favour paid over organic, or one channel over the next.
Yes, and we often do. We plan and buy alongside clients’ creative, PR and specialist partners, and we offer partner and white-label arrangements where that suits better.
Our AI-readiness audit tells you whether AI systems can read your site, how your brand is described in generated answers, and what to fix first.
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