What McCulloch does

McCulloch, operating as Good Media Ideas and legally Rick McCulloch & Company, Inc., was a privately held media planning and buying agency headquartered in Roswell, Georgia. Founded approximately 35 years prior to its announced March 31, 2026 closure, the firm served B2B and B2C marketers across the Southeast United States and nationally, with named clients in automotive (Cox Automotive, Manheim Express), retail (Family Farm & Home), technology (ParkMobile), and manufacturing (Husqvarna). The company rebranded from McCulloch+Company to Good Media Ideas on December 19, 2025, shortly before announcing its wind-down.

The agency's core offering was integrated media services spanning broadcast TV, radio, out-of-home, print, digital, programmatic, paid social, and streaming/OTT, supplemented by two differentiated technical assets: MediaWatch™, a proprietary competitive media intelligence product estimating competitor ad spend and share of voice, and an in-house programmatic trading desk with reconciliation and vendor-monitoring tooling. The firm emphasized media stewardship services such as invoice batching and reconciliation, positioning these as an extension of clients' accounting departments, and built a curated agency-partner network (FARM, Hothouse, Keys&Kites, MX Group, STOUT Creative) to deliver integrated creative-plus-media programs.

Go-to-market was sales-led and channel-partner-led: direct enterprise engagement with B2B and B2C clients combined with referrals and co-delivery through best-in-class creative and PR agencies. Revenue was generated through professional services fees and media commissions on advertising spend, with no disclosed pricing model. The firm was founder-owned (Rick McCulloch as founder/CEO), had no external institutional investment, and operated from a single Roswell office with a sub-10-person team before announcing its permanent shutdown effective March 31, 2026.

Name

McCulloch

Legal name

Rick McCulloch & Company, Inc.

Website

https://goodmediaideas.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

McCulloch (Good Media Ideas) was a Roswell, Georgia-based media planning and buying agency serving B2B and B2C clients across the Southeast US. It offered integrated traditional and digital media services, proprietary competitive intelligence, and an in-house trading desk. The firm closed on March 31, 2026 after 35 years.

Ownership category

akta.pro rank

Product category

Advertising Media Services

NAICS

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

akta.pro primary industry

Full-Service Media Planning & Buying (MPAAABAA)

Keywords

• Media buying services
• Media planning agency
• Programmatic advertising
• Competitive media analysis
• B2B media buying

Headquarters

HQ city

Roswell

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Media Agency Services: The company operated as a media agency providing media planning and buying services. Revenue was generated through agency fees and media commissions from executing advertising campaigns across traditional and digital channels for B2B and B2C clients.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

McCulloch+Company (operating as Good Media Ideas) is a media planning and buying agency that integrates traditional media channels (broadcast TV, radio, out-of-home, print) with digital capabilities (programmatic, paid social, streaming/OTT) for B2B and B2C clients. The firm also offers proprietary competitive media analysis through its MediaWatch™ product and provides media reconciliation and stewardship services.

Product overview

McCulloch+Company (now Good Media Ideas) is a traditional advertising media services agency that provides comprehensive media buying and planning services. The company was founded in 1984 (or 1994 per some sources) and is located in Roswell, Georgia. Their core offering is integrated media services combining traditional media channels (TV, radio, print, out-of-home) with digital media capabilities (programmatic advertising, online video, paid social). They serve both B2B and B2C clients across various industry categories including automotive, retail, healthcare, restaurants, and more.

Differentiator

Problem solved

Functional benefit

Products and services

• Media Planning and Buying Services
• MediaWatch™
• Media Reconciliation and Stewardship Services
• Dealer Co-op Media Programs Management

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• FARMcoreChannel Partner/ Reseller/ DistributorFull-service marketing agency headquartered in Buffalo, New York. FARM approaches business with a fresh perspective to help uncover new opportunities for growth. Good Media Ideas works alongside FARM to devise holistic marketing programs for shared clients.
• HothousecoreChannel Partner/ Reseller/ DistributorBranding, content, and design agency based in Atlanta, Georgia. Built to make brands more recognized and remembered. Good Media Ideas collaborates with Hothouse on client programs.
• Keys&KitescoreChannel Partner/ Reseller/ DistributorAdvertising agency crafting programs for B2B marketers using strategies and creative that break through the noise, electrify markets, and deliver big results. Good Media Ideas partners with Keys&Kites for B2B client engagements.
• MX GroupcoreChannel Partner/ Reseller/ DistributorAdvertising agency focused on B2B marketing with a mission to impact the marketplace for companies that impact the world. Good Media Ideas works alongside MX Group for B2B marketing programs.
• STOUT CreativecoreChannel Partner/ Reseller/ DistributorAtlanta-based marketing agency (formerly MLT Creative) intensely focused on bringing brands to the forefront of their industry through strategic marketing solutions and intelligent automation tools. Good Media Ideas partners with STOUT Creative for integrated client services.
• AMA-ATL (American Marketing Association Atlanta)minorChannel Partner/ Reseller/ DistributorLocal chapter of the American Marketing Association in Atlanta. Good Media Ideas maintains a membership and collaborative relationship with AMA-ATL.

Scale indicators2 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• Keys&Kites: Atlanta-based B2B advertising agency named as a channel partner of McCulloch, with overlapping B2B client focus and complementary creative services — direct Southeast-region peer operating in the same category space.
• Horizon Media: Largest US-independent media agency, providing full-service media planning and buying across traditional, digital, and programmatic channels for B2B and B2C clients. Direct competitor in independent media-buying space, scaled well beyond McCulloch's 1-10 person team.
• Goodway Group: Independent media services agency providing media planning, buying, and analytics with strong digital/programmatic capabilities. Comparable in channel breadth and emphasis on transparency and stewardship.
• Mediahub: Global media agency (Interpublic-owned but operating as a focused media brand) with strengths in B2B and integrated planning — comparable full-service media offering targeting similar client mix.
• Empower Media Group: Independently owned, full-service media agency offering planning, buying, and analytics across traditional and digital channels. Comparable mid-sized independent competitor serving both B2B and B2C advertisers.
• Butler/Till: Independent media and digital agency headquartered in Rochester, NY, focused on media planning/buying with B2B specialization and proprietary analytics tooling — closely matches McCulloch's B2B media focus and in-house analytical differentiators.
• Doe-Anderson: Mid-sized, independently operated full-service advertising/media agency in the Southeast/Midwest with media planning and buying, B2B and B2C capabilities — closest regional peer given McCulloch's Southeast US focus.

Broad incumbents

• OMD Worldwide: One of the largest global media agency networks within Omnicom, offering planning, buying, and analytics across all channels. Represents the holding-company scale competitor McCulloch would have faced on national RFPs.
• MediaCom: WPP-owned global media agency with comprehensive planning and buying capabilities across traditional and digital channels. Sets the scale and pricing benchmark against which independents like McCulloch must compete.
• Hearts & Science: Omnicom media agency built around data-driven planning and audience-based buying. Comparable in channel mix and analytics emphasis, but operating at significantly greater scale and capital base.

Market position

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/goodmediaideas

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 McCulloch