What OPEN Agency does

OPEN Agency is a privately held, full-service media planning and buying agency headquartered in Vilnius, Lithuania, and operating across the Baltic States. Founded in 2009 and employing 11-50 people, the firm positions itself as Lithuania's largest media planning and buying agency. Its core offer spans three phases — Research (market research, data monitoring and analysis, and econometric modeling that evaluates competitors, pricing, channels, political conditions, and weather impact), Process (strategy, media auditing, and media planning and buying using performance-enhancing tools), and Results (social media, content marketing, digital innovations, BTL solutions, and Pay Per Click advertising). The agency serves Lithuania's best-known domestic brands and international clients entering or operating in the local market, with a partnership-based engagement model that targets long-term business problems rather than transactional campaigns.

The company operates through a consultative, direct sales-led go-to-market focused on enterprise brand clients. Its revenue mechanics are professional services in nature — fees for research, strategy, media planning, media buying, and execution across both digital and traditional channels — with no publicly disclosed pricing. Differentiated competitive advantages include Lithuania scale-driven buying terms, exclusive optimization tools, and internal econometric capability that allow the agency to demonstrate ROI rather than compete purely on price.

OPEN Agency is a member of the INITIATIVE international agency network, which unites 90 offices and more than 2,800 employees worldwide. The network affiliation gives OPEN Agency access to global tools, cross-border capabilities, and shared credibility that smaller Lithuanian independents cannot replicate, while OPEN Agency acts as the local INITIATIVE partner for Baltic-region clients and international brands seeking entry into Lithuania.

Name

OPEN Agency

Legal name

Open Agency

Website

https://openagency.lt

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

OPEN Agency is a Vilnius-based full-service media planning and buying agency and the largest in Lithuania, serving domestic brands and international clients with research, econometric modeling, strategy, media buying, and digital execution services.

Ownership category

akta.pro rank

Product category

Advertising Services

NAICS

Advertising Agencies (541810), Media Buying Agencies (54183), Advertising Agencies (54181)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Full-Service Media Planning & Buying (MPAAABAA)

akta.pro secondary industry

Market Research, Analytics & Consumer Insights (BPAFAAAM)

Keywords

• Media planning buying
• Advertising agency services
• Digital marketing services
• Media strategy consulting
• Campaign management services

Headquarters

HQ city

Vilnius

HQ country

Lithuania

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Media Planning and Buying Services: Full-service media planning and buying agency providing research, strategy, media auditing, and campaign execution across digital and traditional channels
2. Digital Marketing Services: Social media management, content marketing, PPC (Pay Per Click), and digital innovations services

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

OPEN Agency is Lithuania's largest media planning and buying agency, providing full-service advertising and communication solutions. The agency delivers research, data monitoring and analysis, econometrics, strategy, media auditing, media planning and buying, social media management, content marketing, digital innovations, BTL solutions, and PPC services to domestic and international brand clients.

Product overview

OPEN Agency is Lithuania's largest media planning and buying agency offering a comprehensive suite of communication services organized into three phases: Research (including data monitoring, analysis, and econometrics), Process (strategy, media auditing, and media planning & buying), and Results (social media, content marketing, digital innovations, BTL solutions, and pay-per-click advertising). The agency uses performance enhancing tools and exclusive expertise to optimize communication plans and solve overall business problems for its partners.

Differentiator

Problem solved

Functional benefit

Products and services

• Research Media planning research services that consult partners and provide individual insights based on data monitoring and analysis. For brands requiring media planning foundations.
• Data Monitoring and Analysis Comprehension, processing, and interpretation of large volumes of data to produce insights as the basis for effective communication solutions. For brand clients needing data-driven marketing decisions.
• Econometrics Evaluation of competitors, products, prices, media channels, business area, political realities, and weather impact on partners' businesses to precisely calculate communication ROI. For brand clients requiring measurable ROI from communication investments.
• Strategy Development of optimized communication plans using exclusive tools and consumer expertise to solve overall business problems rather than short-term campaigns. For brand clients seeking comprehensive communication strategy.
• Media Auditing Review of finished communication processes and examination of results as the first step to the next successful project. Available even for non-partners. For brand clients seeking media performance evaluation.
• Media Planning and Buying Media channel planning and buying services using performance enhancing tools and innovative buying methods, leveraging the agency's position as the largest in Lithuania to secure best conditions. For brand clients needing optimal media buying conditions.
• Social Media Social media trend tracking and testing of the latest digital opportunities to earn consumer attention rather than buy it. For brand clients needing social media presence and engagement.
• Content Marketing Creation of engaging content perceived as additional value rather than advertising, for consumers resistant to traditional advertising. For brand clients needing non-intrusive content engagement.
• Digital Innovations Tracking of digital processes and offering clients the freshest ideas and implementations based on global digital innovations. For brand clients seeking cutting-edge digital solutions.
• BTL Solutions

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• INITIATIVEcoreStrategic or Co-development PartnerOPEN Agency is part of the INITIATIVE international agency network, which unites 90 offices and more than 2,800 employees worldwide. INITIATIVE core values (FAST, BRAVE, DECISIVE, SIMPLE) align with OPEN Agency's own values. The global network provides OPEN Agency with brand value, reliability guarantees, and unique tools that enable the delivery of premium services to clients.

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Starcom: Publicis's lead global media agency network. Starcom operates at the same scale and with the same service mix as INITIATIVE, making it a direct competitor for global advertisers active in the Baltics.
• Wavemaker: GroupM/WPP global media, content and technology agency. Wavemaker offers the same integrated planning/buying model that OPEN Agency delivers, and competes for multinational advertisers that allocate Baltic media budgets.
• MediaCom: GroupM/WPP global media agency delivering integrated planning, buying and analytics. MediaCom is one of the largest media networks worldwide and a direct competitor for OPEN Agency's product offering.
• Carat: Global media planning and buying agency within Dentsu International. Carat competes head-to-head with INITIATIVE networks (and therefore OPEN Agency) for the same multinational advertisers across European and Baltic markets.
• Mindshare: WPP-owned global media agency network offering planning, buying and digital activation. Mindshare is one of the largest global media networks and directly comparable in scope of services to OPEN/INITIATIVE.
• PHD Worldwide: Omnicom's global media planning and buying network. PHD directly competes with INITIATIVE for the same client roster and represents an alternative global network option for Baltic advertisers.
• Havas Media: Havas's global media network offering media planning and buying alongside creative. Havas Media competes directly with INITIATIVE/Open Agency for multinational clients in the European market.
• OMD Worldwide: Omnicom's flagship global media planning and buying network. OMD competes with INITIATIVE globally and would be a natural rival for any multinational advertiser consolidating European media into a single network.
• Zenith: Publicis Groupe's global media agency network with full planning/buying services. Zenith is a like-for-like competitor in the global media agency category that OPEN Agency occupies.

Broad incumbents

• Initiative (IPG Mediabrands): Global media planning and buying network within IPG Mediabrands; OPEN Agency operates as part of this network. Initiative sets the strategic, tooling and cross-border framework that OPEN extends into Lithuania, making it the parent incumbent and closest architectural peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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 OPEN Agency