Mostly Media

What Mostly Media does

Mostly Media is a UK-based independent media planning and buying agency headquartered in Bath, with a regional office (Mostly Media North) in Edinburgh. Founded in 1990 and restructured in 2017 from a full-service model to focus exclusively on media planning and buying as a specialist, the firm operates in the UK mid-market agency segment, providing strategy, planning, and execution across TV, VOD, radio, out-of-home, press, digital, programmatic, and social channels. The agency self-classifies as a UK Top 20 independent and employs approximately 20 staff.

The agency serves four primary customer segments: direct-to-consumer brands seeking rapid scaling, destination and footfall-driven businesses (retail, attractions, house builders, motor dealers), established brand advertisers pursuing long-term awareness, and B2B advertisers targeting professional audiences. Named clients include Howdens, Euronics, Christopher Ward, Manscaped, Free Prints, Harris Fowler, John Adams, Cawston Press, and Bradfords Building Supplies, with several engagements spanning more than a decade.

The business operates as a private, founder-influenced professional services firm led by Managing Director Stuart Smith, with founder David Eccles still active in the business. Revenue is generated through professional service fees tied to media planning and buying engagements (quote-based, not publicly disclosed). The agency holds founding membership in the Alliance of Media Independents (AMI), which provides access to ITV's Backing Business Fund for matched-budget TV campaigns, and 5-star membership in the Pimento Network. Campaign UK recognized the firm as a Best Places to Work in 2026.

Name

Mostly Media

Legal name

Mostly Media Limited

Website

https://mostlymedia.co.uk

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Mostly Media is a UK independent media planning and buying agency serving enterprise and DTC brands across TV, digital, radio, and out-of-home channels. Founded 1990 in Bath with an Edinburgh office, the ~20-person firm is self-classified as a UK Top 20 specialist.

Ownership category

akta.pro rank

Product category

Media Planning and Buying Services

NAICS

Media Buying Agencies (54183), Media Buying Agencies (541830)

SIC

Services-Advertising Agencies (7311)

akta.pro industry

PRIMARYMPAAABAA

Full-Service Media Planning & Buying

Media, Entertainment & Sports/Advertising, Marketing & PR Services/Media Planning & Buying Agencies

SECONDARYBPAFABAB

Digital & Programmatic Media Buying (Display, Video, CTV, Audio)

Business & Public Services/Marketing, Advertising & PR Services/Media Planning & Buying

SECONDARYBPAFABAA

Broadcast Media Buying (TV & Radio)

Business & Public Services/Marketing, Advertising & PR Services/Media Planning & Buying

SECONDARYMPAAABAE

Video/CTV/OTT Media Buying

Media, Entertainment & Sports/Advertising, Marketing & PR Services/Media Planning & Buying Agencies

Keywords

• Media planning services
• Media buying agency
• TV advertising buying
• DRTV campaign planning
• Out-of-home advertising

Headquarters

HQ city

Bath

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

Revenue model

1. Media Planning and Buying Services: The agency generates revenue through media planning and buying services for clients, charging fees for strategic media consultancy and execution across various channels including TV, radio, digital, and out-of-home advertising.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Mostly Media is an independent media planning and buying agency that plans and purchases advertising across TV, VOD, radio, out-of-home, press, digital, programmatic, social and direct mail channels for UK brands. The agency specializes in DRTV response campaigns and long-term brand-building work for direct-to-consumer, retail, B2B, and destination/footfall clients. Services are sold as bespoke engagements with quote-based pricing tailored to each client's campaign objectives.

Product overview

Mostly Media is a UK Top 20 independent media planning and buying agency offering professional services rather than a software product. Their core offering is media planning and buying services spanning TV, VOD, Radio, PPC, Out-of-Home, Press, Social, Direct Mail, and Programmatic channels. The agency specializes in DTC (Direct-to-Consumer) strategy, destination and footfall campaigns, brand building, and B2B advertising. Services are organized around four key verticals: DTC, Destination & Footfall, Building Brands, and B2B. The company operates from Bath (headquarters) and Edinburgh (Mostly Media North).

Differentiator

Problem solved

Functional benefit

Products and services

• Media Planning and Buying Services
• DRTV Response Campaigns
• Brand Building Campaigns
• Out-of-Home Advertising Planning and Buying
• Digital, Programmatic and Social Media Buying

Named customers11 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Pimento NetworkcoreGTM or Marketing PartnerMostly Media is a 5-star member of the Pimento Network, the UK's largest independent marketing and communications network with over 170 agencies. The partnership provides networking opportunities, new business events like the Festival of New Business, and collaborative marketing initiatives.
• Alliance of Media Independents (AMI)coreStrategic or Co-development PartnerMostly Media is a founding member of the Alliance of Media Independents (AMI). They participate in AMI partnerships including the ITV Backing Business Fund which provides matched TV advertising budgets for member agencies' new or lapsed clients.
• ITVcoreGTM or Marketing PartnerITV partnership through AMI's Backing Business Fund allows Mostly Media clients to double their ITV campaign value - £50k from client matched by £50k from ITV, resulting in £100k TV campaigns for qualifying new/lapsed advertisers.
• JonesMillbankminorImplementation/ SI/ Consulting PartnerProduction partner for client TV commercials including The Independent Pharmacy's first TV ad. JonesMillbank is a creative production studio.
• Fable StudiosminorImplementation/ SI/ Consulting PartnerProduction partner for Field Doctor's TV launch campaign. Fable Studios produced the creative for the campaign.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Goodstuff: Independent UK media planning and buying agency operating on a challenger-indie model with similar multi-channel buying capabilities. Competes head-to-head with Mostly Media for mid-market UK brand accounts.
• Total Media Group: UK independent media agency providing planning, buying and analytics across traditional and digital channels. Comparable in size, channel breadth and client mix to Mostly Media.
• Brainlabs: Tech-driven independent media agency offering paid search, programmatic, SEO and analytics alongside media buying. Comparable as a UK-based independent media buyer, with a more digital/analytics-led orientation than Mostly Media.
• The7stars: The UK's largest independent media agency, offering full-service media planning and buying across TV, digital, OOH and radio. Most directly comparable UK independent peer to Mostly Media by business model, channel mix and target client base.
• The Specialist Works: UK independent media agency providing full-service planning and buying with a focus on challenger and DTC brands — a near-identical niche overlap with Mostly Media's DTC and challenger-brand positioning.
• m/SIX: Independent UK media agency offering media planning and buying across digital and traditional channels. Comparable independent challenger competing for similar mid-market and DTC clients.

Broad incumbents

• Zenith: Global media network within Publicis, providing multi-channel media planning and buying. Sets the competitive benchmark for scaled media-buying capability against which independents like Mostly Media are measured.
• PHD Media: Global media agency network within Omnicom, offering full-service media planning and buying at scale. Represents the holding-company incumbent competitive set that Mostly Media competes against for larger accounts.

Emerging players

• RocketMill: UK digital performance and media buying agency. Overlaps with Mostly Media on digital/programmatic buying but is more performance-marketing-led and smaller in scope of traditional channels.

Others

• Pimento Network: UK's largest independent marketing and communications network of 170+ agencies. Mostly Media is a 5-star member; relevant as an ecosystem/network participant rather than direct competitor, but shapes competitive dynamics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/mostlymediauk
• LinkedInlinkedin.com/company/mostly-media

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Mostly Media