The Media Image
The Media Image is an independent global digital performance marketing agency specializing in integrated paid media, SEO, and data-driven business intelligence for multinational enterprise brands across beauty, finance, retail, gaming, and CPG verticals.
- Company typePrivate
- Founded2008
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2B
- OfferingServices
What The Media Image does
The Media Image (legal entity: Macfarlane Media Limited) is an independent, London-headquartered digital performance marketing agency founded in 2008 in Durban, South Africa by Grant Macfarlane — Google's fifth UK employee and first AdWords hire. The firm delivers integrated paid media, SEO and organic search optimization, and business intelligence/data analytics services to multinational enterprise brands, with documented engagements for LVMH's beauty portfolio (Fenty, Clarins, Ole Henriksen, KVD), LSEG, Refinitiv, BetMGM, KIND Snacks, Debenhams, Saxo Bank, Jack Daniels, Interflora, Avon, Thomson Reuters and others.
Operationally, TMI operates a cloud-native ad-stack with follow-the-sun delivery across roughly 100-105 specialists in 8-10 countries and 16 time zones. Differentiated technical components include a proprietary predictive tROAS bidding model that maps offline claims to GCLID/MSCLKID for CRM-linked optimization, bespoke DCO feeds and attribution frameworks, and the pioneering use of Meta's Search Lift Study for cross-channel incrementality measurement. Multi-platform partnerships span Google, Meta, Amazon Ads, TikTok, Microsoft (Elite) and YouTube (Masters 2025).
The business is fee-based managed services — TMI earns management/performance fees on media budgets it deploys on behalf of clients. Media under management has grown from £110M (2021) to £138M (2022) and £180M (2024), with disclosed fee income at £10M (2022/2023) at an average fee income per client of £315k and a 36% YoY fee growth in 2021. Revenue is heavily skewed to the US (77% of total in 2022 versus 68% in 2021). Customer acquisition is consultative and referral-driven, with senior specialists embedded inside client teams and multi-year engagements (e.g., Clarins in year 7+, Saxo Bank since 2017). The company is privately held with no disclosed external funding and operates across the UK, Netherlands, Switzerland, USA, and South Africa.
The Media Image firmographics
Firmographics- Name
- The Media Image
- Legal name
- Macfarlane Media Limited
- Website
- https://the-media-image.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- The Media Image is an independent global digital performance marketing agency specializing in integrated paid media, SEO, and data-driven business intelligence for multinational enterprise brands across beauty, finance, retail, gaming, and CPG verticals.
- Ownership category
- akta.pro rank
The Media Image industry classification
Industry- Product category
- Digital Marketing Services
- NAICS
- Media Buying Agencies (541830)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Media Planning, Buying & Optimization (BPAFAAAC)
- akta.pro secondary industries
- Paid Social Media Buying (BPAFABAD), Media & Audience Measurement Analytics (BPAHALAO)
Keywords
Where The Media Image is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices9 records
Markets served
The Media Image business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Performance Media Management & Consulting Fees: TMI operates as a fee-based independent agency earning income from managing paid media budgets and providing strategic consultancy services. Fee income reached £10 million without increasing headcount. Average fee income per client climbed to £315k. The agency manages substantial media spend on behalf of clients (£138M in 2022, £180M in 2024, targeting $500M), earning management/performance fees.
- Integrated Digital Marketing Services: Revenue generated from integrated paid media, SEO, business intelligence, creative services, and social media management. Services expanded from specialist PPC to include PPC, SEO/Content, Social, Programmatic Media and creative production.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Fee-based agency model with average fee income per client of £315k |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
The Media Image product offering
Product offeringCore offering
The Media Image is an independent global performance marketing agency that plans, buys, and optimizes paid media, SEO, and business intelligence programs on behalf of enterprise brand clients. It earns fee-based agency income by managing media budgets (over £220 million annually across paid search, social, programmatic, video, and display) and delivering outcome-led campaign strategies. Its offering spans three integrated expertise areas: Integrated Paid Media Strategies, SEO & Organic Search Optimization, and Actionable Business Intelligence.
Product overview
The Media Image is a premier global independent digital marketing agency delivering comprehensive media solutions architected on data analytics. Their offering centers on three integrated expertise areas: Integrated Paid Media Strategies (covering paid search, social, programmatic, video, and display across channels), SEO & Organic Search Optimization (including digital PR, UX, and AI visibility optimization), and Actionable Business Intelligence (leveraging data analytics and predictive models for performance optimization). The company operates as a consultative agency rather than a software platform, combining strategic insight with operational execution across 10 countries and 16 time zones.
Differentiator
Problem solved
Functional benefit
Products and services
- Integrated Paid Media Strategies
Quantifiable outcome
- Fee income exceeded £10 million (36% YoY growth), headcount grew to 99 employees across four continents
- +15 more outcomes
Companies that use The Media Image
Customer profileNamed customers22 records
Segments5 records
Ideal customer profiles1 record
The Media Image technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability8 records
Feature5 records
The Media Image partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered minor, flagship and core.
- Frazier Healthcare PartnersminorTMI collaborated with Frazier Healthcare Partners in a pre-acquisition advisory role for GIVF Fertility due diligence. Provided customer acquisition cost modeling and digital marketing insights during the evaluation process, leading to a decision not to proceed with the acquisition.
- Saxo BankflagshipPartnership began in September 2017 as a 3-month consultancy and evolved into a longstanding relationship. TMI conducted 50+ account audits, created bespoke dynamic creative optimization (DCO) feeds, and built a full funnel media attribution framework for Saxo's London and Copenhagen offices.
- GooglecoreTMI holds platform partnerships with Google for advertising technology access across Google Ads, YouTube, and Google Display Network. The partnership provides TMI with best-in-class media technology, algorithmic bidding capabilities, and API integrations for predictive modeling and campaign automation.
- Meta (Facebook / Instagram)coreTMI is a Meta partner with access to Meta Ads technology. TMI pioneered Meta's Search Lift Study to quantify cross-channel incrementality and social investment impact. Partnership enables advanced targeting, creative testing, and attribution across Facebook and Instagram.
- Amazon AdscoreTMI manages Amazon Ads campaigns for beauty, CPG, and retail clients including Clarins. Partnership enables retail media network access, sponsored products, and demand-side platform integration for commerce-driven outcomes.
- TikTokcoreTMI holds TikTok partnership status enabling access to TikTok for Business advertising technology, including TikTok Measurement Partner programme and creative optimization capabilities for short-form video campaigns.
- Microsoft (Bing / Microsoft Advertising)coreTMI operates Microsoft Advertising partnerships across search, programmatic, and connected TV. Microsoft Elite Partner status provides TMI with advanced programmatic capabilities and exclusive beta access to new advertising products.
- YouTubecoreTMI is recognized as a YouTube Masters 2025 partner. Partnership provides access to YouTube advertising technology, video campaign optimization, and cross-platform measurement across Google ecosystem.
Scale indicators28 records
Recent moves7 records
Expansion highlights6 records
The Media Image competitors and assessment
Company assessmentDirect peers
- Rise Interactive: Independent US performance marketing agency offering paid media, SEO and analytics. Comparable in independent positioning, data-driven optimization philosophy, and enterprise client base.
- Croud: Independent UK-headquartered digital performance agency offering paid media, SEO, content and programmatic across global markets. Closely comparable in business model, mid-market enterprise positioning, and award-winning independent status.
- Wpromote: US-headquartered independent digital marketing agency providing integrated paid media, SEO and creative services. Comparable in scale, enterprise client roster, and independent agency positioning outside the major holding-company networks.
- Jellyfish (Brandtech Group): Global digital marketing agency part of Brandtech Group, offering paid media, SEO, content and creative. Closely aligned in mid-to-large enterprise performance marketing and multi-market capability.
- Bounteous: US-headquartered digital experience and performance agency offering paid media, SEO, analytics and creative. Comparable in mid-to-large enterprise performance marketing and integrated search capability.
- Journey Further: UK independent performance marketing agency focused on paid media, SEO and analytics for enterprise brands. Comparable in independent positioning, mid-sized team, and enterprise client focus.
- Brainlabs: Independent global digital media agency combining paid search, programmatic, SEO and data science with proprietary technology. Direct competitor for TMI's enterprise performance-marketing engagements with similar specialist-embedded model.
Broad incumbents
- Performics: Publicis Groupe's global performance marketing network offering paid media, SEO and commerce. Comparable offering at greater scale through the network model; primary competitor for multinational RFPs.
- iProspect: Dentsu's global digital performance agency covering paid search, SEO, programmatic and content. Comparable enterprise performance-marketing capability within a major holding-company structure.
- Merkle: Dentsu's performance and CRM agency focused on data-driven marketing, media and customer experience. Comparable in CRM-integrated bidding methodology and enterprise B2C/B2B clients.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
The Media Image social profiles
Digital presenceThe Media Image financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Media Image leadership team
Management profileNumber of profiles
Profiles7 records
The Media Image funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Media Image M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Media Image
What does The Media Image do?
The Media Image is an independent global performance marketing agency that plans, buys, and optimizes paid media, SEO, and business intelligence programs on behalf of enterprise brand clients. It earns fee-based agency income by managing media budgets (over £220 million annually across paid search, social, programmatic, video, and display) and delivering outcome-led campaign strategies. Its offering spans three integrated expertise areas: Integrated Paid Media Strategies, SEO & Organic Search Optimization, and Actionable Business Intelligence.
Is The Media Image a public or private company?
The Media Image is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Media Image founded?
The Media Image was founded in 2008. It employs 51 to 100 people.
Where is The Media Image based?
The Media Image is headquartered in London, United Kingdom, in the Europe region.
How does The Media Image make money?
Two revenue lines are on record. Performance Media Management & Consulting Fees are the primary driver. The others are integrated Digital Marketing Services.
Who are The Media Image's main competitors?
Direct peers on record are Rise Interactive, Croud, Wpromote, Jellyfish (Brandtech Group), Bounteous, Journey Further and Brainlabs. Broad incumbents are Performics, iProspect and Merkle.
Does The Media Image have an API?
No public API is recorded for The Media Image.
What industry is The Media Image in?
The Media Image's product category is Digital Marketing Services. Its primary akta.pro industry code is BPAFAAAC, Media Planning, Buying & Optimization, with a secondary code of BPAFABAD, Paid Social Media Buying. Its NAICS code is 541830 and its SIC code is 7311.