A media plan their CFO could finally read.
A full review of an £18m media budget split across four agencies. We renegotiated the roster, cut two partners, rewrote the measurement framework, and gave the board a plan it could actually defend.
Media spend reviewed
£18m
Working-media uplift
+22%
Fees recovered
£1.4m
The category read that disagreed with the brief.
A founder-led skincare brand was about to spend on "glow." Our audience intelligence said the category was full. We rewrote the positioning brief before a pound of media was booked.
Interviews
312
Spend re-allocated
£2.1m
Repeat rate (post-relaunch)
47%
An advisory note that killed a £4m ad buy.
A Welsh coastal agency was being sold a national TV campaign. We mapped the actual at-risk households, recommended geo-targeted alerts and a local AR pilot instead, and saved most of the budget for delivery.
Budget redirected
£3.1m
At-risk reach
94%
Alert sign-ups
+318%
A generative-AI pilot we recommended they keep small.
The board wanted an "AI transformation." We scoped a single co-design pilot, told them which three vendors to ignore, and proved the model with a capsule that sold out in a week. No platform rebuild required.
Vendors evaluated
11
Pilot sell-through
100%
Capex avoided
£2.6m
A pitch we ran that ended the incumbent's contract.
A 130-year-old publisher had been with the same agency for nine years. We ran the review, scored six shortlists against a fixed scorecard, and managed the transition. The first quarter beat the prior year.
Agencies reviewed
14
Fee savings
−31%
Backlist sales
+143%
A B2B media plan we cut in half, on purpose.
A nine-figure SaaS was spending against a sales pipeline that didn't exist. We audited the partner stack, killed three platforms, rebuilt attribution against bookings, and gave the CMO a plan she could defend to the CFO. Pipeline went up while spend went down.
Media spend reduced
−48%
Pipeline (90 days)
£42M
Platforms cut
3