Custard

What Custard does

Anything is Possible (AIP), the legal entity Anything is Possible Media Limited (registered in England and Wales, company number 10910014), operates as an independent UK media agency integrating media planning, creative execution, and technology services under a single partnership model. The agency offers four service pillars: Media Services (broadcast, digital, PPC, SEO and content), Creative Services (visual and interactive execution), Technology Services, and Talent (recruitment for media and marketing professionals). The firm serves UK enterprise, nonprofit, education, government and culture-sector clients — the public logo base spans Tate, the V&A, the British Museum, the Natural History Museum, the Barbican, Ordnance Survey, Royal Botanic Gardens Kew, Imperial College London, the University of Hull, Mars Petcare, Irn-Bru and Best Western Hotels & Resorts, with more recent performance-media appointments including Community Fibre and Newson Clinic.

Technology capability is anchored by three proprietary platforms operating under the Technology Services portfolio: Leap (useleap.io, a media and marketing operations platform with an AIP-hosted login), Jagged Edge (jaggededge.ai, an AI-powered marketing and media workflow tool), and SearchShare (searchshare.io, a search and content distribution platform). The firm emphasises that at least half its team comes from a tech background — coders, developers and data scientists — blended with media and creative staff, which it positions as a differentiator against traditional creative or media-only agencies.

The business model is professional services across all four revenue streams (media, creative, technology, talent), with no publicly disclosed pricing, retainer structure, or fee model. Distribution is direct, sales-led partnership engagement with UK brands; the firm does not disclose industry-vertical quotas, average account size or revenue. The agency is privately held with no disclosed parent, PE or venture backing. Trust is signalled through a credential stack rather than scale: IPA CPD Platinum Accreditation (back-to-back), IPA Effectiveness Accreditation (2023–2025), Campaign Best Places to Work (four consecutive years), Google Premier Partner 2024, Meta Business Partner and Bing Partner status, plus memberships in IPA, BIMA and the Advertising Association. Operational HQ references a Brighton registered address; firmographic data cites Manchester; phone (020) indicates a London presence. Headcount is reported as 11–50.

Name

Custard

Legal name

Anything is Possible Media Limited

Website

https://custard.co.uk

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Anything is Possible is an independent UK media agency offering integrated media, creative, and technology services — including proprietary platforms Leap, Jagged Edge, and SearchShare — to enterprise, nonprofit, education, government, and culture-sector clients in the UK.

Ownership category

akta.pro rank

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Media Services: Data-driven media strategies across digital and offline channels including broadcast, digital, PPC, and SEO services. Planning across all media channels with integrated creative and technology approach.
2. Creative Services: Creative development and production services that complement media planning. Brings brand strategies and campaigns to life through visual and creative execution.
3. Technology Solutions: Custom technology development and integration services including proprietary platforms for media management, AI solutions, and search technologies.
4. Talent Services: Talent recruitment and placement services for media and marketing professionals.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Custard (operating as Anything is Possible / AIP) is an independent media agency combining media, creativity, and technology services. The agency delivers data-driven media planning across digital and offline channels (broadcast, digital, PPC, SEO, content), creative development and production, technology solutions including proprietary platforms (Leap, Jagged Edge, SearchShare), and talent recruitment services for the media and marketing industry.

Product overview

Anything is Possible (AIP) is an independent media agency that combines media, creativity, and technology services. The offering consists of three core service pillars—Media Services (including Broadcast, Digital, PPC, SEO, and Content), Creative Services, and Technology Services—along with a Talent recruitment division. Within the Technology Services, AIP offers three named technology products: Leap (useleap.io), Jagged Edge (jaggededge.ai), and SearchShare (searchshare.io). The agency emphasizes its integrated approach where media planning, creative execution, and technology capabilities work together for clients.

Differentiator

Problem solved

Functional benefit

Brands

• Leap: Technology platform referenced under Technology services
• Jagged Edge
• SearchShare

Products and services

• Media Services Effective, data-driven media strategies integrated with creative and technology, covering planning across all digital and offline media including Broadcast, Digital, PPC Services, SEO Services, and Content Services for brands and businesses.
• Creative Services Creative development and production services that bring media plans and strategies to life through visual and interactive execution, working hand-in-hand with media planning.
• Technology Services Custom technology development and integration services delivered by coders, developers, and data scientists who blend science and art to make media work more effective. Includes products Leap, Jagged Edge, and SearchShare.
• Leap A technology platform for media and marketing operations, operated under the AIP technology portfolio with a login portal at leap.aip.media.
• Jagged Edge AI-powered technology platform for marketing and media workflows, offered within the AIP technology services portfolio.
• SearchShare Search and sharing technology platform for media and marketing optimization and content distribution.
• Talent Services Talent recruitment and placement services for the media and technology industry.

Named customers16 records

Segments1 record

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

Seven partnerships are on record, tiered core and minor.

• Community FibrecoreStrategic or Co-development PartnerCommunity Fibre, London's best broadband provider, appointed AIP as its Performance Services partner to drive next-generation growth through data-led performance media. This represents a strategic partnership for performance media services.
• Newson CliniccoreStrategic or Co-development PartnerAnything is Possible appointed as strategic media and growth partner for Newson Clinic, the UK's leading specialist in women's healthcare. Partnership focuses on delivering media innovation in women's healthcare sector.
• GooglecoreTechnology or IntegrationGoogle Premier Partner for 2024, indicating certified expertise in Google advertising platforms and tools.
• MetacoreTechnology or IntegrationMeta Business Partner for campaign management, providing certified expertise in Meta advertising solutions including Facebook and Instagram.
• IPA (Institute of Practitioners in Advertising)coreOthersFull member of the IPA with CPD Platinum Accreditation and Effectiveness Accreditation. The IPA is the professional body for advertising, media, and marketing communications agencies in the UK.
• BIMA (British Interactive Media Association)minorOthersMember of BIMA, the British Interactive Media Association representing digital and interactive media professionals.
• AIA (Advertising Association)minorOthersMember of AIA (Advertising Association), the UK advertising industry's trade body.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Goodstuff Communications: Independent UK media agency focused on data-led media planning and buying with an integrated creative and technology offering. Closely comparable to AIP in size, independence, and integrated media-tech positioning.
• Brainlabs: UK-founded, data- and technology-led digital media agency combining programmatic, SEO, and analytics with proprietary technology. Comparable to AIP in tech-forward DNA, independent origin, and integrated media+tech model.
• The7stars: UK-based independent media agency of comparable size and independent positioning, operating with a similar partnership-led model for brand clients across media, creative, and data. Directly comparable in business model, scale, and UK independent-agency category.
• Tug: UK-based digital media and marketing agency operating with an integrated performance-marketing and creative model. Comparable to AIP in size, services breadth, and digital-first agency positioning.

Broad incumbents

• Zenith: Global media agency within Publicis Groupe offering media planning, buying, and analytics at scale. Comparable as a UK-active full-service media agency competing for the same enterprise media mandates.
• PHD Media: Global media agency within Omnicom focused on strategic media planning and connected commerce. Comparable to AIP as an enterprise media agency competing for UK brand clients.
• Wavemaker: Global media agency within WPP focused on data-driven media planning and buying across all channels. Comparable as an enterprise-facing media agency that AIP competes against on UK enterprise pitches.
• Starcom: Global media agency within Publicis Groupe with strong data, technology, and human-experience capabilities. Comparable as a major UK-active media agency competing on integrated data-driven media planning.
• Hearts & Science: Omnicom-owned media agency built around data, technology, and analytics-driven media planning. Comparable to AIP's data-led, tech-forward positioning but at network scale.

Emerging players

• Croud: UK-based digital marketing agency with a tech-platform-enabled delivery model and proprietary tools, operating at a similar sub-200 employee scale. Comparable as a tech-enabled UK independent competing for similar enterprise clients.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/custardmedia
• Facebookfacebook.com/CustardOnlineMarketing
• LinkedInlinkedin.com/company/775236

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Custard