What December 19 does

December19 is an independent UK media planning and buying agency founded on 19 December 2010 by Dave Barnett and Dan Pimm, headquartered in Clerkenwell, London. The agency operates on a professional services model, charging fees for strategic media planning, media buying, and campaign effectiveness measurement across all major channels including TV, digital, print, audio, outdoor, and cinema. December19 serves three primary customer segments: B2B brands and enterprises, charities and nonprofits, and FMCG/consumer brands. Notable named clients include Xero, Emmi Caffe Latte, Onken, MHR, GWI, Material Focus, NHS Charities Together, Elanco, and Awin. The agency employs approximately 22 people based in London, with senior leadership comprising Managing Director David Lucy and Managing Partners across Planning (Majella Lavelle), Strategy (Christian Taylor), and Finance (Sally Haylock).

The agency's core product portfolio centres on three proprietary tools: Optix, a programmatic advertising platform launched in February 2025 that guarantees over 65% of advertiser spend reaches media owners and supports CTV, podcasts, DOOH, and digital channels on renewable-energy servers; Ray, a behavioural intelligence targeting product launched November 2025 that challenges demographic-based audience definitions; and Oculus, a 24/7 real-time reporting dashboard launched alongside Optix. Underpinning these is the 'Bigger Question Method', a four-phase strategic framework (Question & Explore, Simplify & Stress-test, Plan & Provoke, Prove & Improve) applied to client engagements. Contextual AI capability is delivered through a partnership with illuma, providing explainable, privacy-first targeting without reliance on cookies or black-box algorithms.

December19 generates revenue through agency fees on media planning and buying engagements, with a quote-based pricing model and no publicly disclosed tiers. Distribution is sales-led, combining competitive pitches, direct enterprise outreach (new business enquiries handled by Christian Taylor), and strategic referrals. The agency is a founding member of the Alliance of Media Independents (AMI), a UK collective representing over £800m in billings. December19 holds B Corp certification (since 2022, record score 104.3 in 2025), IPA Effectiveness Accreditation, IPA CPD Platinum Accreditation, IAB Gold Standard certification (Buyer Planner), and the TAG Brand Safety Seal, positioning the agency within the UK independent media sector as a sustainability- and transparency-led competitor to larger holding-company networks.

Name

December 19

Legal name

December 19 Limited

Website

https://december19.co.uk

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

December19 is an independent London-based media planning and buying agency serving B2B brands, FMCG clients, and charities through proprietary programmatic (Optix), targeting (Ray), and reporting (Oculus) products, augmented by contextual AI partnerships.

Ownership category

akta.pro rank

Product category

Media Planning and Buying Services

NAICS

Advertising Agencies (541810), Media Buying Agencies (541830), Media Buying Agencies (54183)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Full-Service Media Planning & Buying (MPAAABAA)

Keywords

• Media planning services
• Media buying agency
• Programmatic advertising
• Campaign effectiveness measurement
• Independent media agency

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Media Planning and Buying Services: Service-based revenue model charging fees for strategic media planning, media buying, and related consulting services. Independent agency model with transparent, ethical approach to media investments on behalf of clients.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

December19 is an independent, B Corp-certified media planning and buying agency that provides strategic media planning, transparent media buying, and campaign effectiveness measurement across TV, digital, print, audio, outdoor, and cinema channels. It differentiates through its proprietary "Bigger Question" four-step methodology, its in-house programmatic platform Optix (which returns 65%+ of spend to media owners), behavioural-intelligence targeting tool Ray, and live reporting dashboard Oculus. The agency serves enterprise brands, FMCG/consumer brands, and charities/nonprofits primarily in the UK.

Product overview

December19 is an independent media planning and buying agency offering a portfolio of proprietary products and services. The core offering centers on strategic media planning through 'The Bigger Question Method' methodology and full-service media buying across all major channels. The product portfolio includes Optix (programmatic advertising with transparency and sustainability at its core), Ray (behavioral intelligence-driven audience targeting), and Oculus (real-time campaign reporting dashboard). These products work together as an integrated system: Optix handles programmatic activation across channels, Ray provides the audience intelligence layer for targeting decisions, and Oculus delivers unified reporting and insights. The agency is B Corp certified and emphasizes transparency, effectiveness, and sustainability in all offerings.

Differentiator

Problem solved

Functional benefit

Brands

• Optix: A pioneering programmatic advertising solution addressing key industry challenges with a focus on transparency and advanced targeting. Ensures over 65% of revenue spent goes back to media owners. Features include full transparency, advanced targeting using cookie and cookieless data, multi-channel reach, full-funnel approach, and sustainable technology using renewable energy-powered servers.
• Ray

Products and services

• Optix December19's proprietary programmatic advertising platform providing full-funnel activation across Connected TV, podcasts, digital out-of-home, and standard digital channels, with over 65% of advertiser spend guaranteed to reach media owners. Designed for brand advertisers seeking transparency, sustainability, and advanced cookie/cookie-less targeting.
• Ray Audience targeting product that redefines cross-channel media planning by using behavioural intelligence rather than demographics and claimed behaviours, designed for media planners seeking to uncover hidden audience segments for B2B and consumer campaigns.
• Oculus Real-time campaign reporting dashboard integrated with Optix, providing clients 24/7 live visibility into spend, placement performance, ad group metrics, demographics, geos, creative previews, weekly commentary, and performance trend analysis.
• Media Planning and Buying Services End-to-end independent media planning and buying service across TV, digital, print, audio, outdoor, and cinema channels, including Insight (research), Strategy (growth challenge definition), Planning (audience/channel prioritisation), Buying (transparent independent model), and Measurement (proving growth drivers) for enterprise brands, FMCG/consumer brands, and charities/nonprofits in the UK.

Quantifiable outcome

• Xero campaign achieved 1M subscribers reached 7 months early, +194% unaided awareness, 30% of sales driven by advertising, +85% market share growth
• +4 more outcomes

Named customers11 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability7 records

Feature4 records

Partnerships

15 partnerships are on record, tiered supporting and core.

• TAG Brand Safety Working GroupsupportingStrategic or Co-development Partner · 1 March 2025Member of TAG's Brand Safety Working Group, shaping strategic direction for certification programs and transparency tools across the advertising ecosystem alongside major agencies, brands, and publishers.
• Conscious Advertising Network (CAN)supportingStrategic or Co-development Partner · 1 March 2025Member and supporter of Conscious Advertising Network, working on supply chain ethics in digital media and responsible advertising practices.
• OliosupportingStrategic or Co-development Partner · 1 March 2025B Corp Month 2025 partnership with food sharing app Olio. Team participates in food redistribution efforts around Clerkenwell, connecting local businesses with community members.
• Canopy MediasupportingStrategic or Co-development Partner · 1 March 2025Gen B Corp Unlocked initiative partner. Canopy Media is a B Corp certified independent media sales house. Joint educational programme with GCSE Media Studies students from City Heights Academy.
• MobstasupportingStrategic or Co-development Partner · 1 March 2025Gen B Corp Unlocked initiative partner. B Corp certified media partner providing multi-channel digital activation and location data intelligence.
• Good-LoopcoreTechnology or Integration · 1 January 2025Technical partner for IPA Carbon Calculator development. Good-Loop's 'Easy Ingestion Technology' enables agencies to upload campaign data in whichever format it exists and receive consistent carbon measurement results.
• EcologisupportingStrategic or Co-development Partner · 1 January 2025Partnership for carbon offsetting. All campaigns allocate spend to offsetting carbon emissions through Ecologi partnership, contributing to verified climate projects.
• IPA (Institute of Practitioners in Advertising)coreStrategic or Co-development Partner · 1 January 2025Pilot agency for IPA Media Climate Charter, instrumental in shaping the new Carbon Calculator tool developed in partnership with Ad Net Zero's Global Media Sustainability Framework. Active participant in IPA initiatives and CPD programmes.
• Ad Net ZerocoreStrategic or Co-development Partner · 1 January 2025Partnership with Ad Net Zero's Global Media Sustainability Framework (GMSF) for the IPA Carbon Calculator. Committed to Ad Net Zero's five-point action programme for reducing carbon emissions in line with the Paris Agreement.
• Alliance of Media Independents (AMI)coreStrategic or Co-development Partner · 1 January 2025Founding member of Alliance of Media Independents (AMI), a collaboration between Alliance of Independent Agencies and Land of Independents. Collective launch agencies represent over £800m in billings. Supported at launch by Google, GWI, and Experian.
• GooglesupportingTechnology or Integration · 1 January 2025Google Analytics for website analytics, Season Ticket Loan scheme for public transport commuting support. Supporting partner of Alliance of Media Independents.
• GWIsupportingTechnology or Integration · 1 January 2025Supporting partner of Alliance of Media Independents. Client relationship for market research and consumer insights campaigns.
• ExperiansupportingTechnology or Integration · 1 January 2025Supporting partner of Alliance of Media Independents at launch, providing data intelligence support.
• illumacoreTechnology or Integration · 1 January 2024Partnership with illuma for contextual AI to drive B2B media performance without compromising transparency. illuma's contextual AI platform provides explainable insights about where and why to place media, aligning with December19's transparency philosophy. Partnership has grown to become key partner across multiple client accounts since beginning in early 2024.
• SeedlingcoreTechnology or Integration · 1 January 2020Annual carbon measurement partner using Seedling platform. Emissions verified against GHG Protocol Corporate Standard using DEFRA conversion factors. Climate action plan informed by annual carbon measurement.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Goodstuff Communications: UK-based independent media planning and buying agency with similar transparency positioning, B Corp certification, and focus on effectiveness-led planning. Direct competitor for the same independent-agency pitch opportunities across UK enterprise brands.
• the7stars: Largest UK independent media agency and AMI member, similarly offering independent media planning and buying across all channels. Closest scaled direct peer competing for the same UK independent media mandates.
• Bountiful Cow: UK independent media agency operating in the same indie media space, member of AMI. Comparable on independent positioning, multi-channel planning, and mid-market to enterprise client focus.
• Rocket Mill: UK independent performance-media agency offering paid media planning, buying, and programmatic services. Comparable on B2B client focus and mid-market positioning, though more performance-led than December19's brand-building emphasis.

Broad incumbents

• Zenith: Publicis-owned global media network offering data-driven media planning and buying. Competes for the same enterprise media briefs where clients want global reach and integrated creative-media solutions.
• Wavemaker: WPP-owned global media agency with strong UK presence, focused on growth and transformation through media. Competes directly for UK enterprise media planning mandates with the backing of GroupM's data and buying scale.
• Hearts & Science: Omnicom-owned media agency built around data, technology, and outcome-based buying. Direct competitor in data-driven media planning pitches against UK enterprise and FMCG clients.
• Manning Gottlieb OMD: OMD (Omnicom) UK operation, one of the largest media agencies in the UK market. Competes for the same UK enterprise and FMCG clients December19 serves, including the top-10 UK brands by ad spend.
• PHD Media: Global media network within Omnicom, providing full-service media planning and buying across markets. Competitor for the same enterprise clients when brand procurement favors holding-company scale over indie independence.

Others

• Illuma: UK contextual AI technology provider partnering with December19 to power Ray and Optix audience-targeting capabilities. Adjacent ecosystem participant whose strategic direction directly affects December19's product roadmap.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/d19_media
• Xx.com/december19media
• Facebookfacebook.com/December19Ltd

Compliance5 records

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 December 19