Guerillascope

What Guerillascope does

Guerillascope Limited is a London-based, privately-held independent media agency founded in 2001 by David Yorath, Oliver Durkin, and Ben Livingstone. The firm was established in response to what its founders described as limitations of the network agency model, particularly for non-largest-spending clients, and operates on principles of line-by-line planning, flexible buying, and mid-campaign optimisation. It is headquartered at 72-82 Rosebery Avenue, London, EC1R 4RW, and operates with a headcount in the 11–50 range. The agency holds itself out as a proudly independent alternative to holding-company networks and serves brands across multiple verticals including sports, beauty, fintech, travel, luxury retail, and FMCG.

The agency's product surface comprises six core service lines: OOH (Out-of-Home), AV (Audio-Visual — live TV, BVOD, CTV, YouTube, radio, podcasts, streaming), Publishers (in-house press expertise for contextual placements), Digital (paid social, search, programmatic), Partnerships (brand-media-owner-content-creator collaborations), and AI-augmented TV commercial production via a strategic partnership with creative studio Custom Stories. Underlying technology includes TellyAds (the UK's largest archive of TV commercials) and Pick'n'Mix TV (a self-serve web service offering), alongside bespoke campaign-tracking software used to monitor consumer interest and engagement. Established media-partner relationships with ITV, Sky, Channel 4, The Times, The Telegraph, and The Independent provide distribution access to premium broadcast and publisher inventory.

The business model is B2B professional services revenue generated through media planning fees, buying fees, and multi-year retainers under bespoke quote-based pricing. Guerillascope uses a sales-led, enterprise field-sales go-to-market motion targeting brands from startups to established enterprises, CMOs, and fellow agencies seeking additional media expertise. Distribution is primarily direct (website, email, phone) with a secondary agency-partnership channel. Customer concentration spans 12+ named enterprise logos; no revenue figures are publicly disclosed. The October 2025 AI TV production launch and the Pick'n'Mix TV self-serve offering represent the most significant recent product extensions, positioning the firm toward productised and AI-augmented service lines alongside its bespoke agency heritage.

Name

Guerillascope

Legal name

Guerillascope Limited

Website

https://guerillascope.co.uk

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Guerillascope is a London-based independent media agency founded in 2001 that provides full-service media planning and buying across OOH, AV, digital, publisher, and partnership channels to enterprise brands across sports, beauty, fintech, travel, and luxury retail verticals.

Ownership category

akta.pro rank

Product category

Media Planning and Buying Services

NAICS

Media Buying Agencies (541830)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Full-Service Media Planning & Buying (MPAAABAA)

akta.pro secondary industries

Media Planning, Buying & Optimization (BPAFAAAC), Digital Marketing Strategy & Channel Mix Advisory (MPAAAFAF)

Keywords

• Media planning services
• Media buying agency
• TV advertising production
• Out-of-home advertising
• Brand campaign management

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Media Planning and Buying Services: Full-service media agency providing planning and buying services across multiple channels including OOH, AV (TV, BVOD, CTV, YouTube, radio, podcasts, streaming), publishers, digital (paid social, search, programmatic), and brand partnerships. Revenue is generated through media buying fees, planning fees, and service retainers.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Guerillascope is a full-service independent media agency providing media planning and buying across OOH, AV (live TV, BVOD, CTV, YouTube, radio, podcasts, streaming), publishers, digital (paid social, search, programmatic), and brand partnerships. Its service blends proprietary AI tooling (with creative studio Custom Stories) and human expertise for line-by-line planning, flexible buying, and mid-campaign optimisations, supplemented by TellyAds (the UK's largest TV commercial archive) and bespoke campaign tracking software.

Product overview

Guerillascope is a full-service independent media agency founded in 2001, offering comprehensive media planning and buying services across six core channels: OOH (Out-of-Home), AV (Audio-Visual including TV, BVOD, CTV, radio, podcasts, streaming), Publishers, Digital (paid social, search, programmatic), and Partnerships. The agency provides an end-to-end service that blends AI with human expertise, including access to TellyAds (the UK's largest archive of commercials) and the Pick'n'Mix TV web service. Their approach emphasizes line-by-line planning, flexible buying, and mid-campaign optimizations to support brands at all stages of growth.

Differentiator

Problem solved

Functional benefit

Brands

• TellyAds: The UK's largest archive of TV commercials, managed by Guerillascope. The platform allows brands to feature their ads on a website visited by thousands each month.

Products and services

• OOH (Out-of-Home) media planning and buying Tactical out-of-home campaign planning and buying that engages target audiences in selected locations and times across the UK.
• AV (Audio-Visual) media planning and buying Cross-platform audio-visual campaign planning and buying spanning live TV, BVOD, CTV, YouTube, radio, podcasts, and streaming services.
• Publisher (press) media planning and buying Press and digital publisher media planning and buying using in-house press experts to select titles and formats matched to target audience and campaign objectives.
• Digital media planning and buying Paid social, search marketing, and programmatic media planning and buying aimed at driving traffic, engagement, and conversions for brand clients.
• Brand partnership services Sourcing and managing brand partnerships between brands, media owners, and content creators, structuring sponsorships across podcasts, print, digital, and experiential platforms.
• TellyAds - UK's largest archive of TV commercials An online archive and showcase platform for TV commercials, managed by Guerillascope, that allows brands to feature their ads in front of a large monthly audience of advertising and marketing professionals.
• AI TV commercial production End-to-end AI-powered TV commercial production service that streamlines scriptwriting, production, soundtracks, voiceovers, and Clearcast approval, enabling brands to launch TV campaigns faster and at lower cost.
• Pick'n'Mix TV Self-serve web service offering for TV advertising that customers can sign up to, providing a streamlined pathway for brands to access TV advertising through Guerillascope.

Quantifiable outcome

• 187% increase in brand awareness for Tide
• +4 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Custom StoriescoreStrategic or Co-development PartnerCreative studio partnership for AI-powered TV commercial production. Guerillascope has worked with Custom Stories to produce premium TV advertisements using AI technology, including the first fully AI TV advert broadcast in the UK for March Muses. The partnership enables end-to-end AI TV advertising services covering scriptwriting, production, soundtracks, voiceovers, and Clearcast approval.
• ITVcoreTechnology or IntegrationEstablished media partnership with ITV for accessing broadcast inventory. Guerillascope has negotiated media-for-investment opportunities with ITV and secured access to premium airtime including major programming like The Euros 2024, The 1% Club, Mr Bates vs the Post Office, Coronation Street, and I'm a Celebrity Get Me Out of Here.
• SkycoreTechnology or IntegrationEstablished partnership with Sky for accessing broadcast and streaming inventory. Works with Sky's advertising platform for delivering campaigns across their TV and digital networks.
• Channel 4coreTechnology or IntegrationPartnership with Channel 4 for accessing their television network inventory for client campaigns, including targeting specific programming and day-parts.
• The TimesminorGTM or Marketing PartnerBrand partnership with The Times for Audley Travel clients, providing contextually relevant sponsorship and content spanning podcasts, print and digital.
• The TelegraphminorGTM or Marketing PartnerBrand partnership with The Telegraph for Audley Travel clients, providing contextually relevant sponsorship and content spanning print and digital.
• The IndependentminorGTM or Marketing PartnerBrand partnership with The Independent for Audley Travel clients, providing contextually relevant sponsorship and content spanning digital platforms.

Scale indicators19 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• The7Stars: UK independent media planning and buying agency founded 2005 serving similar brand clients across AV, OOH, and digital channels. Most direct like-for-like competitor to Guerillascope in scale, independence positioning, and full-service media agency model.
• Goodstuff: UK independent media agency providing planning and buying across broadcast, digital, and OOH. Closely comparable to Guerillascope in scale, independence positioning, and full-service media agency business model targeting enterprise UK brands.
• Medialab: UK-based independent media agency with similar planning and buying focus and comparable mid-market enterprise client roster. Directly competes with Guerillascope for UK brand advertising budgets across sports, travel, and consumer verticals.
• Total Media: UK independent media agency offering end-to-end planning and buying with strong emphasis on effectiveness measurement and analytics. Similar mid-sized independent profile competing for the same pool of UK brand clients.

Broad incumbents

• PHD Media: Omnicom-owned global media network with significant UK operations. Overlaps with Guerillascope's full-service media agency capabilities but operates at much greater scale, multi-region reach, and holding-company integration.
• OMD: Omnicom's flagship global media agency network with strong UK presence. Directly competes for enterprise media planning/buying briefs but operates as part of a holding-company ecosystem rather than independently.
• Wavemaker: WPP/GroupM media agency network combining former MEC and Maxus operations with substantial UK operations. Competes with Guerillascope for AV-heavy briefs with additional digital and commerce integration capabilities.
• Zenith: Publicis-owned global media agency network with UK operations. Comparable media planning and buying capabilities with significantly greater scale, geographic reach, and holding-company data integration.
• Mindshare: WPP/GroupM media agency network with extensive UK operations. Direct competitor for major brand media planning and buying accounts across AV, digital, OOH, and partnerships channels.
• Carat: Dentsu's flagship global media agency network. Directly competes for enterprise UK media agency briefs across AV, digital, and OOH channels with full holding-company scale and proprietary platform integrations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/guerillascope/?originalSubdomain=uk
• Instagraminstagram.com/guerillascope
• Facebookfacebook.com/Guerillascope

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Guerillascope