What Running Total Media Ltd does

Running Total Media Ltd is a Manchester-based media agency operating as the northern England leg of Mediaplus Group UK, a three-office behavioural planning agency group (London, Birmingham, Manchester) that is itself part of the Serviceplan Group global network headquartered in Munich. The firm positions around behavioural-science-driven media planning, drawing on the in-group Behave behavioural consultancy as its strategic backbone, and serves enterprise brands seeking campaigns that translate into measurable customer actions rather than platform-reported reach metrics. Named case-study clients include Greene King, Hiscox and Black Bear, all enterprise accounts spanning hospitality, insurance and entertainment.

The service offering covers the full media planning and buying stack: media planning & buying, programmatic advertising, performance marketing, advertising technologies, commerce & retail media, social media & influencer marketing, media research & insights, and media strategy & innovation. AI capability is positioned through a Commerce & Retail Media service line and an LAYA Group partnership for AI-based retail media consulting, alongside active thought leadership on augmented intelligence and responsible AI adoption. No proprietary technology, patents or disclosed data assets are associated with Running Total itself.

Commercially, Running Total operates as a sales-led B2B professional services agency. Revenue is generated through media planning and buying engagements on a quote-based / retainer model typical of UK independent agencies. Headcount at the Running Total entity level is stated at 27 staff, shared within the wider Mediaplus Group UK team of 170 communication experts. The company is privately held as a subsidiary of Mediaplus Group UK with no public listing, no disclosed funding rounds, and no standalone acquisitions recorded. Leadership at the group level sits with Celine Saturnino as CEO of Mediaplus UK, which oversees the Running Total, Mediaplus Connect and Behave brands within the UK portfolio.

Name

Running Total Media Ltd

Legal name

Running Total Media Ltd

Website

https://runningtotalmedia.co.uk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Running Total Media Ltd is a Manchester-based behavioural planning media agency, part of Mediaplus Group UK and the Serviceplan Group, delivering media planning, buying and effectiveness services to enterprise brands such as Greene King, Hiscox and Black Bear.

Ownership category

akta.pro rank

Product category

Advertising & Media Agency Services

NAICS

Media Buying Agencies (54183), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Full-Service Media Planning & Buying (MPAAABAA)

akta.pro secondary industries

Media Planning, Buying & Optimization (BPAFAAAC), Digital & Programmatic Media Buying (Display, Video, CTV, Audio) (BPAFABAB)

Keywords

• Media planning services
• Behavioural planning agency
• Media buying services
• Programmatic advertising
• Advertising agency services

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 Planning and Buying Services: Revenue generated through media planning and buying services for clients, delivered as part of Mediaplus Group UK's integrated agency offering.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Running Total Media Ltd is a Manchester-based behavioural planning agency operating within Mediaplus Group UK that delivers media effectiveness services to enterprise brand clients. It combines behavioural science (via the in-house Behave consultancy), strategy, and data & technology to provide media planning and buying, programmatic advertising, performance marketing, advertising technologies, commerce & retail media, social media & influencer marketing, media research & insights, and media strategy & innovation services aimed at driving real customer actions and sustainable business growth.

Product overview

Mediaplus Group UK is a behavioural planning agency that operates as a multi-brand portfolio. The core offering combines behavioural science, strategy, and data & technology to drive sustainable client growth. The portfolio consists of: Mediaplus UK (core media planning and buying agency headquartered in London), Running Total (Manchester-based agency focused on media effectiveness), Mediaplus Connect (Birmingham-based agency), and Behave (behavioural consultancy providing AI-based insights). These entities are united by the shared 'Behave' behavioural framework. The service layer includes specialised capabilities in media planning & buying, programmatic advertising, performance marketing, advertising technologies, commerce & retail media, social media & influencer marketing, media research & insights, and media strategy & innovation.

Differentiator

Problem solved

Functional benefit

Products and services

• Media Planning & Buying State-of-the-art individual media strategy to ensure business success across all channels, delivered to enterprise brand clients by the Mediaplus Group UK agencies including Running Total.
• Programmatic Advertising Optimisation of advertising campaigns using the latest programmatic advertising techniques to deliver greater relevance, effectiveness and efficiency for enterprise brand clients.
• Performance Marketing Customised strategies to increase visibility in search engines sustainably and effectively, generating targeted traffic and increasing conversion rates for enterprise brand clients.
• Advertising Technologies Technical solutions that enable digital media campaigns to achieve complete success through personal, targeted and exciting ad delivery for enterprise brand clients.
• Commerce & Retail Media AI-based consulting service helping retailers and advertisers take full advantage of opportunities in fragmented media and cookie-blocking environments, leveraging first-party data and retail media networks.
• Social Media & Influencer Marketing Audience activation across all social media channels to support brand building, website traffic and lead generation for enterprise brand clients.
• Media Research & Insights In-depth research-based insights to truly understand markets, brands, customers and media channels, optimising media planning based on client goals.
• Media Strategy & Innovation Creative insight-based media strategies enabling maximum efficiency and impact for enterprise brand clients, drawing on behavioural planning capabilities from the Behave consultancy.

Named customers3 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• BehavecoreStrategic or Co-development PartnerBehave is the behavioural consultancy that powers strategic thinking at Mediaplus Group UK. They are committed to uncovering the core drivers of human behaviour to deliver actionable insights that power high-impact campaigns and fuel real business growth. Running Total leverages Behave's expertise as part of its behavioural planning approach.
• WestwingminorStrategic or Co-development PartnerWestwing partnered with Mediaplus International for its international expansion, integrating media, data, and performance into a single global strategy.
• LAYA GroupminorStrategic or Co-development PartnerMediaplus Group and LAYA Group offer a comprehensive, AI-based consulting service to help retailers and advertisers take full advantage of retail media opportunities.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• PHD Media: Global media planning and buying network within Omnicom Media Group, offering media strategy and buying across channels to enterprise brands — same category but vastly larger scale.
• Havas Media: Global media agency within Havas offering media planning and buying, analytics, and content services to enterprise brands. Directly comparable in service mix and target segment.
• Hearts & Science: Omnicom-owned data-driven media agency focused on outcomes-based planning and buying. Comparable media effectiveness narrative and enterprise client targeting, backed by significantly greater scale.
• Wavemaker: WPP-owned media, content, and technology agency focused on growth and brand outcomes. Comparable services (media planning, buying, programmatic, content) targeting similar enterprise clients.
• Zenith: Publicis-owned global media agency network delivering communications planning, media buying, and performance. Competes for the same UK enterprise brand budgets with greater scale and global reach.
• OMD (Omnicom Media Group): One of the world's largest media agency networks, providing planning, buying, and analytics services to global advertisers. Overlaps heavily with Running Total's media planning/buying proposition at much greater scale.

Direct peers

• The7stars: UK's largest independent media agency, providing full-service planning and buying for enterprise advertisers. Comparable independent-network challenger positioning with similar service offering and UK-only focus.
• Goodstuff: London-based independent media agency offering media planning, buying, and analytics to UK enterprise brands. Closest peer in terms of independent positioning, service mix, and UK enterprise focus.
• Mediaplus UK: Sister agency within Mediaplus Group UK offering the same behavioural-science-driven media planning and buying services from London. Directly comparable in offering, target clients, and methodology.
• Mediaplus Connect: Birmingham-based sister agency under Mediaplus Group UK using the same behavioural-planning framework. Closest functional peer, differing only by office location.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCixiGXHR1cN4WDXW6isJIWA
• LinkedInlinkedin.com/company/running-total-media-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Running Total Media Ltd