MediaSense

What MediaSense does

MediaSense is a global, independent marketing advisory firm headquartered in London, founded in 2009 by Graham Brown. It serves large multinational advertisers — including Coca-Cola, Amazon, Unilever, Procter & Gamble, L'Oréal, Mastercard, and Gallo — with strategic advisory across media investment, agency relationships, marketing operating model design, MarTech review, performance measurement, and AI impact assessment. The company positions itself as conflict-free (no agency or holding-company ownership) and states it handles half of all Fortune 500 creative, media, and integrated reviews while supporting brands spending in excess of $60 billion.

The firm's service architecture is organised under four modules — Organization (structure and operations), Ecosystem (partners and platforms), Accountability (governance and controls), and Science (measurement and effectiveness) — collectively rebranded in September 2025 as 'Unified Marketing Intelligence.' Underlying technology consists of AI-based marketing intelligence assets, a Unified Marketing Intelligence data and analytics platform, and the proprietary Media 20:20 longitudinal research programme (10+ years of survey data on brand and agency transformation). The firm also publishes recurring studies with the World Federation of Advertisers, ISBA, IAB UK, and IAB Europe.

MediaSense generates revenue through professional-services retainers, project fees, and pitch-management engagements with global brands. Pricing is quote-based and not publicly disclosed. The company operates exclusively through direct enterprise advisory relationships — no reseller or marketplace channels — and operates from London, New York, Singapore, and New Delhi. Since private-equity firm Apiary Capital LLP acquired a majority stake in 2021, MediaSense has executed two acquisitions (PwC UK's Marketing & Media Advisory team in May 2024 and R3 in November 2024), grown from roughly 200 to 230+ employees (a 30% increase from the R3 deal alone), and added dedicated senior roles for technology/innovation and North America leadership.

Name

MediaSense

Legal name

MediaSense

Website

https://media-sense.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

101–250 employees

Short description

MediaSense is a global, independent marketing advisory firm serving large multinational advertisers with strategic advisory across media investment, agency relationships, marketing operating model design, and AI impact assessment, operating from London, New York, Singapore, and New Delhi.

Ownership category

akta.pro rank

Product category

Marketing Advisory

NAICS

Media Buying Agencies (54183), Advertising, Public Relations, and Related Services (5418), Public Relations Agencies (541820)

SIC

Services-Advertising Agencies (7311), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Media Planning, Buying & Optimization (BPAFAAAC)

akta.pro secondary industries

Thought Leadership & Executive Visibility (BPAFADAG), PR, Reputation Management & Earned Media Platforms (BPAMALAO)

Keywords

• Marketing advisory
• Media audits
• Agency pitch management
• Marketing operating model
• Marketing measurement

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Marketing Advisory & Consulting Services: MediaSense generates revenue through retainer-based advisory engagements with global brands seeking independent guidance on media operations, agency relationships, marketing transformation, and performance measurement. Services span pitch management, media audits, remuneration model design, marketing operating model advisory, and AI impact assessment.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

MediaSense is a global independent marketing advisory firm that helps multinational brand owners manage significant marketing investments through strategic guidance on media, creative, data, and technology. Its work spans agency pitch management, media audits, marketing operating model design, performance measurement, remuneration model advisory, MarTech review, and AI impact assessment, organized around four integrated modules — Organization, Ecosystem, Accountability, and Science — and supported by proprietary research, AI-based analytics assets, and benchmarking data.

Product overview

MediaSense is a global, independent marketing advisory firm that has rebranded to position itself around 'Unified Marketing Intelligence.' The company operates through four integrated service modules: Organization (structure and operations), Ecosystem (partners and platforms), Accountability (governance and controls), and Science (measurement and effectiveness). The core platform is supported by specialized advisory services including Pitch Management, Media Audits, Agency Performance Evaluation, Marketing Operating Model Design, Remuneration Model Advisory, MarTech Review, Digital Performance, and AI Impact Assessment. The company also publishes extensive proprietary research including the Media 2025 Research Programme and joint studies with the WFA and IAB. Following acquisitions of PwC's UK Marketing & Media Advisory team (2024) and R3 (2024), MediaSense has expanded beyond media operations into marketing operations, adding creative and content management capabilities. With over 200 employees across London, New York, Singapore, and New Delhi, the company supports brands spending in excess of $60 billion.

Differentiator

Problem solved

Functional benefit

Products and services

• Organization (Structure and Operations) Consulting service focused on future-fit structure and operations for marketing organizations, helping global brands design organizational frameworks that enable better integration, accountability, and performance.
• Ecosystem (Partners and Platforms) Advisory service helping global brands identify and manage the most effective partners and platforms in their marketing ecosystem, including guidance on vendor selection and partnership structures.
• Accountability (Governance and Controls) Advisory service focused on robust governance and controls for marketing operations, establishing frameworks for transparency, performance management, and accountability across agency relationships.
• Science (Measurement and Effectiveness) Analytics and measurement service that provides improved measurement and effectiveness frameworks, unlocking on average 20% measurable value through expert advice and innovative tools.
• Pitch Management Advisory service for managing agency pitches and reviews, helping global brands run effective agency selection processes with clarity and prioritization to reduce delays and make smarter agency decisions; MediaSense handles half of all Fortune 500 creative, media, and integrated reviews.
• Media Audits Comprehensive auditing of media investments, performance, and agency delivery, including verification of audience data and campaign delivery for leading media owners.
• Agency Performance Evaluation Structured evaluation service for assessing agency partners against clear KPIs, incentives, and penalties, ensuring agencies have real 'skin in the game' for driving business outcomes.
• Marketing Operating Model Design Advisory service for reimagining and designing future-facing marketing operating models that are tech-enabled, consumer-centric, and measurement-driven.
• Remuneration Model Advisory Guidance on agency compensation structures, exploring the shift from traditional input-based agency models to outcome-based remuneration aligned with business performance.
• MarTech Review Review and optimization of marketing technology stacks, including evaluation of AI adoption implications, data maturity assessment, and technology cost analysis.
• Digital Performance Analysis and optimization of digital marketing performance across channels including social commerce, programmatic, and digital advertising.
• AI Impact Assessment Assessment of how AI affects marketing operations, agency models, and pitch processes, including guidance on evaluating agency AI propositions for procurement teams.
• Media 2025 Research Programme Proprietary multi-wave longitudinal research programme (now in its sixth wave) tracking how brands and their agencies have responded and adapted to evolutions in consumer media usage and the marketing technology landscape over 10+ years.

Quantifiable outcome

• 20% measurable value unlocked on average through expert advice and innovative tools
• +2 more outcomes

Named customers9 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and flagship.

• IAB EuropecoreStrategic or Co-development Partner · 12 March 2026Collaboration on a five-part series examining retail media accounting standards under IFRS and US GAAP. Published March 2026, the third paper in the series examines how retailers and online marketplaces account for retail media sales. European retail media advertising reached €13.7 billion in 2024, growing 21.1% year-over-year.
• ISBA Responsible Retail Media FrameworkcoreStrategic or Co-development Partner · 3 February 2025MediaSense contributed to ISBA's Responsible Retail Media Framework and previewed an upcoming UK-wide study with ISBA aimed at enhancing governance and insight in the rapidly growing retail media space (projected to reach £4-5bn in the UK by 2025).
• IAB UKcoreStrategic or Co-development Partner · 1 January 2025MediaSense conducts research for IAB UK's bi-annual Digital Adspend Report, providing insights into the UK digital advertising market's performance. Reports cover H1 and full-year periods, with MediaSense providing analytical support for market sizing and trend identification.
• WFA (World Federation of Advertisers)flagshipStrategic or Co-development Partner · 1 January 2024Joint study on 'The Future of the Media Organisation' published October 2025, based on responses from 56 of the world's biggest companies representing $52 billion in annual media spend. Ryan Kangisser and Jack Shearring presented key findings via webinar.
• ISBAcoreStrategic or Co-development Partner · 1 January 2024Collaboration with ISBA (UK trade body) on audience extension network guidance for advertisers, published 2024. MediaSense and ISBA developed actionable guidance helping advertisers understand, audit, and manage AENs effectively for safer, more transparent programmatic media buying. Also collaborated on programmatic supply chain transparency studies.
• WFA (World Federation of Advertisers)flagshipStrategic or Co-development Partner · 4 October 2023Co-development partnership producing landmark industry research studies including 'The Future of Media Agency Models' (2023) and 'The Future of Agency Remuneration' (2024). Studies surveyed 70+ multinational companies representing over $50 billion in ad spend. Also partnered on 'The Future of the Media Organisation' study (2025). WFA collaboration positions MediaSense as a thought leader in global marketing transformation.
• ISBAcoreStrategic or Co-development Partner · 1 January 2023Collaborated on the second programmatic supply chain transparency study alongside the Association of Online Publishers (AOP) and PwC's Marketing & Media team (now part of MediaSense). The study used data science techniques to match and map impressions and supply chains from advertiser to publisher, fostering greater transparency in programmatic advertising.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Ebiquity: Independent media audit and advisory firm serving global advertisers. Direct competitor to MediaSense's media audit and agency remuneration work, with similar positioning around conflict-free independence from holding companies.
• ID Comms: Independent consultancy advising brands on media agency selection, pitch management, and contract optimization. Closely overlaps MediaSense's pitch management and agency performance evaluation services for global enterprise clients.
• Analytic Partners: Independent marketing analytics and ROI advisory firm advising large advertisers on marketing mix and effectiveness measurement. Comparable to MediaSense's measurement and effectiveness ('Science') module.
• FirmDecisions: Global independent media auditor focused on contract compliance, media value, and agency performance measurement. Competes directly with MediaSense's audit and accountability service modules.

Others

• ISBA: UK advertisers' trade body; research and programmatic supply chain partner. Functions as an ecosystem ally and indirect source of client leads rather than a competitor.
• WFA (World Federation of Advertisers): Industry association for global marketers; not a competitor but the research co-development partner. Listed for ecosystem context as the trade body whose members are MediaSense's target buyers.

Broad incumbents

• Deloitte Digital: Consulting-led marketing transformation practice within Deloitte. Competes for the same CMO-led marketing operating model and MarTech advisory engagements, with greater scale and cross-service selling.
• Gain Theory (Kantar): Marketing effectiveness and analytics consultancy owned by Kantar. Overlaps with MediaSense's measurement/evaluation work and serves similar global brand CMOs.
• Accenture Song: Global consulting-led marketing services arm of Accenture. Competes for the same enterprise marketing transformation mandates MediaSense wins, with deeper technology and broader geographic reach.

Emerging players

• R3 (pre-MediaSense): Pre-acquisition, R3 was an independent creative and media advisory competitor with strong APAC presence; now part of MediaSense. Still listed for context as a peer category that MediaSense has absorbed into its service mix.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/media-sense
• Xx.com/Media_Sense

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MediaSense