Generation Media
Generation Media is a London-based independent media agency, founded in 2008 and structured as an Employee-Owned Trust, providing media planning, buying, and strategy services to 70+ brand clients across nine verticals including Children's, Toys, Gaming, Entertainment, and FMCG.
- Company typePrivate
- Founded2008
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Generation Media does
Generation Media is a London-headquartered independent media agency founded in 2008, structured as an Employee-Owned Trust (EOT). The firm provides end-to-end media planning, media buying, strategy, activation, and performance services to 70+ brand clients across nine verticals, with original specialization in Children's, Toys & Games, and Parenting marketing and subsequent expansion into Video Gaming, Entertainment, Publishing, Finance, Fashion, Retail, and FMCG. The agency manages $100M+ in annual billings and activates campaigns in 50+ international markets, primarily through its membership in The Network One rather than owned overseas offices.
The agency's underlying technology stack consists of proprietary commissioned research that fills gaps in industry data, combined with access to more than 500 insight and planning tools internationally. Service delivery is organized around specialized internal divisions covering Performance, Activation, Strategy, and International, supported by a senior team of 10+ directors reporting to Founder & CEO Dean Weller. Recognized as UK/European Media Agency of the Year and a Top 5 UK/European independent agency by billings, the firm has also accumulated workplace accreditations including Sunday Times Best Places to Work, Investors in People Gold, Campaign Best Places to Work, and IPA CPD Gold.
The business model is a relationship-driven, sales-led B2B motion in which Generation Media earns revenue through managed media services (planning, buying, and strategy fees) and transaction-fee revenue tied to deploying client advertising budgets. Pricing is quote-based and negotiated per engagement rather than publicly disclosed. Distribution is primarily direct enterprise sales to brand marketing teams, with growth supported by industry awards, client testimonials, and the firm's EOT structure, which the company cites as a differentiator in talent attraction and retention.
Generation Media firmographics
Firmographics- Name
- Generation Media
- Legal name
- Generation Media Ltd
- Website
- https://generationmedia.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Generation Media is a London-based independent media agency, founded in 2008 and structured as an Employee-Owned Trust, providing media planning, buying, and strategy services to 70+ brand clients across nine verticals including Children's, Toys, Gaming, Entertainment, and FMCG.
- Ownership category
- akta.pro rank
Generation Media industry classification
Industry- Product category
- Media Agency Services
- NAICS
- Media Buying Agencies (54183), Media Representatives (541840)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Media Planning, Buying & Optimization (BPAFAAAC)
- akta.pro secondary industries
- Product & Growth Marketing Strategy (MPAAAFAE), Children’s & Youth Educational Entertainment (Edutainment) (EDAGALAK), Lead Generation & Demand Generation (B2B/B2C) (BPAFAAAK)
Keywords
Where Generation Media is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Generation Media business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Media Agency Services: Full-service media agency providing media planning, buying, and strategy services to clients across multiple verticals including Toys and Games, Parenting, Video Gaming, Entertainment, Publishing, Finance, Fashion, Retail, and FMCG.
- Advertising Billings Management: Managing and deploying client advertising budgets, with $100M in annual billings globally.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Generation Media product offering
Product offeringCore offering
Generation Media is an independent global media agency delivering end-to-end media planning, media buying, brand strategy, performance marketing, and international campaign activation services for brand clients. It supports 70+ clients across Children's, Toys & Games, Parenting, Video Gaming, Entertainment, Publishing, Finance, Fashion, Retail, and FMCG verticals with data-driven strategies, proprietary commissioned research, and access to 500+ insight and planning tools, deploying $100M+ in annual advertising billings across 50+ international markets.
Product overview
Generation Media is a service-based media agency offering a unified suite of media planning, strategy, and buying services. The company does not operate a software product platform with distinct named modules; rather, it delivers media agency services across brand strategy, performance marketing, data-driven insights, and international activation. Services are tailored by client sector (Toys & Games, Parenting, Video Gaming, Entertainment, Publishing, Finance, Fashion, Retail, FMCG) and delivered by specialized teams including Performance, Activation, Strategy, and International divisions. The agency leverages proprietary research and access to 500+ insight and planning tools to inform campaign strategies.
Differentiator
Problem solved
Functional benefit
Products and services
- Media Planning & Buying Services End-to-end media planning and buying service for brand clients across Children's, Toys & Games, Parenting, Video Gaming, Entertainment, Publishing, Finance, Fashion, Retail, and FMCG verticals. Includes strategy, audience targeting, channel planning, negotiation, and deployment of advertising budgets across 50+ international markets through The Network One partnership.
- Brand Strategy Services Brand and media strategy development service for client marketers, combining proprietary commissioned research and 500+ insight and planning tools to define audience-led positioning and campaign strategy across multiple verticals and international markets.
- Performance Marketing Services Performance and effectiveness marketing service delivered by an in-house team of dedicated experts focused on driving client ROI through campaign optimisation, performance measurement, and effectiveness analysis across paid media channels.
- International Campaign Activation Services Multi-market international campaign activation service enabling brand clients to execute media campaigns across 50+ international markets through Generation Media's dedicated international team and The Network One global partnership of independent media agencies.
- Data-driven Audience Insights Services Audience insight and research service combining proprietary commissioned research that fills gaps in industry data with access to 500+ international insight and planning tools, enabling unique audience insights and planning capabilities for client media strategies.
Quantifiable outcome
- 100% client recommendation rate - 100% of clients surveyed would recommend Generation Media
- +3 more outcomes
Companies that use Generation Media
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles2 records
Generation Media technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Generation Media partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- The Network OnecoreMember of The Network One, providing global reach and access to international media expertise across 50+ markets through a network of independent media agencies.
Scale indicators7 records
Recent moves6 records
Expansion highlights4 records
Generation Media competitors and assessment
Company assessmentBroad incumbents
- Initiative (IPG Mediabrands): IPG Mediabrands' global media agency operating across planning, buying, and connected commerce. Comparable in service mix and target clients, differentiated by holding-company infrastructure.
- Havas Media: Global media network within Havas Group, competing across planning, buying, and integrated media services. Comparable in offering media planning and buying across multiple verticals, but with broader holding-company scale and ownership.
- OMD (Omnicom): Omnicom's flagship global media agency network, competing for the same enterprise brand advertiser relationships. Comparable in service offering (planning, buying, performance) but at materially larger scale.
- GroupM (WPP): WPP's media investment arm housing Wavemaker, Mindshare, EssenceMediacom and Essence, the largest media buying operation globally. Directly competes with Generation Media for the same brand advertiser spend but with materially larger scale, data, and tech.
- Publicis Media (Zenith, Starcom): Publicis Groupe's media agencies including Zenith and Starcom, providing global media planning and buying at scale. Direct competition for the same brand client budgets but with holding-company resources and proprietary tech stacks.
- Dentsu Media: Dentsu's global media operations including Carat and iProspect, competing for the same multinational advertiser relationships. Comparable service offering with substantially greater geographic and technology footprint.
Direct peers
- Goodstuff Media: UK-based independent media agency of comparable size, similarly focused on brand planning and buying without a holding-company parent. Directly comparable on independent positioning, mid-market scale, and UK-centric client base.
- the7stars: One of the largest UK independent media agencies, also recognized through industry awards and similarly serving major brand clients. Closest comparable on independent status, billings scale, and UK/European footprint.
- Bountiful Cow: UK independent media agency of similar size and independent positioning, recognized as a rising competitor to the established UK independents. Comparable on independent status, mid-market scale, and creative-led media planning approach.
Emerging players
- Hearts & Science: Omnicom-owned media agency focused on data-driven, outcomes-based planning, competing for the same brand advertiser relationships. Comparable in modern data-led planning approach but differentiated by holding-company backing and tech stack.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Generation Media social profiles
Digital presenceGeneration Media financial estimates
Financial estimateRevenue estimate
Valuation estimate
Generation Media leadership team
Management profileNumber of profiles
Profiles11 records
Generation Media funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Generation Media M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Generation Media
What does Generation Media do?
Generation Media is an independent global media agency delivering end-to-end media planning, media buying, brand strategy, performance marketing, and international campaign activation services for brand clients. It supports 70+ clients across Children's, Toys & Games, Parenting, Video Gaming, Entertainment, Publishing, Finance, Fashion, Retail, and FMCG verticals with data-driven strategies, proprietary commissioned research, and access to 500+ insight and planning tools, deploying $100M+ in annual advertising billings across 50+ international markets.
Is Generation Media a public or private company?
Generation Media is a private company. It is classified as management employee owned and is currently operating.
When was Generation Media founded?
Generation Media was founded in 2008. It employs 11 to 50 people.
Where is Generation Media based?
Generation Media is headquartered in London, United Kingdom, in the Europe region.
How does Generation Media make money?
Two revenue lines are on record. Media Agency Services are the primary driver. The others are advertising Billings Management.
Who are Generation Media's main competitors?
Broad incumbents on record are Initiative (IPG Mediabrands), Havas Media, OMD (Omnicom), GroupM (WPP), Publicis Media (Zenith, Starcom) and Dentsu Media. Direct peers are Goodstuff Media, the7stars and Bountiful Cow. Hearts & Science is listed as an emerging player.
Does Generation Media have an API?
No public API is recorded for Generation Media.
What industry is Generation Media in?
Generation Media's product category is Media Agency Services. Its primary akta.pro industry code is BPAFAAAC, Media Planning, Buying & Optimization, with a secondary code of MPAAAFAE, Product & Growth Marketing Strategy. Its NAICS code is 54183 and its SIC code is 7311.