The Audience Collective has made a strategic move by launching Redefine Media to transform the media buying landscape.
- Redefine Media promises a novel fee structure aimed at eliminating misaligned incentives in media planning.
- The agency will have offices in Leeds and Bristol, led by Verity Brown, focusing on transparency and effectiveness.
- Redefine Media intends to enhance brand understanding, ensuring every investment counts in the complex media world.
- This initiative targets challenger brands and growth-centric businesses, offering clear media buying partnerships.
Audience Collective has introduced Redefine Media with the goal of setting new industry standards. This agency seeks to disrupt traditional media buying by introducing a unique fee model. The core aim is to remove the adverse effects of misaligned incentives which often undermine agency integrity and planning quality.
Verity Brown, a prominent figure with nearly two decades in the media agency space, was appointed to lead Redefine Media. She expressed her motivation for this venture, highlighting the importance of safeguarding creativity and effectiveness in media planning. As former Managing Director of The Specialist Works and Associate Director at Carat, Brown is well-versed in the intricacies of media dynamics.
The agency, set to operate from offices in both Leeds and Bristol, focuses on transparency. Rejecting the conventional commission-based fee structure, Redefine Media adheres to a payment model based on deliverables. This approach aligns with their objective of prioritising client needs over self-serving trading deals.
Rob Wescott, Group CEO at Audience Collective, emphasised the agency’s role in supporting challenger brands and businesses poised for growth. By filling a significant gap in the market, Redefine Media aims to form effective and clear media partnerships.
In this evolving media landscape, brands are encouraged to understand their return on investment. The agency’s mission is to ensure that every expenditure is strategically leveraged. With this focus, Redefine Media aims to provide unmatched transparency in media buying, empowering brands in their pursuit of success.
Redefine Media is poised to revolutionise media buying with its commitment to transparency and new fee structures.
