Verity Brown, the Group Managing Director of Audience Collective is to lead its new media agency, Redefine Media.
Launched to “set a new standard in media buying” and based around what it says is a unique fee model, it will have offices in Leeds and Bristol.
“After nearly 20 years in media agencies and seeing first-hand the detrimental impact misaligned incentives have on both agency integrity and planning quality, it was time for Redefine Media for the benefit of creativity and effectiveness,” said Brown, a former MD of The Specialist Works and Associate Director at Carat
“As the media landscape grows increasingly complex, it’s crucial that brands understand how every pound is working for them.”
The company said it would “challenge the idea that an agency’s fee should be a percentage of the client’s media spend,” and that it would not be working on “commission-based fees and self-serving trading deals, instead clients pay for media on deliverables.”
“Redefine Media is designed to support challenger brands and growth-focused businesses by offering unmatched transparency in media buying,” added Rob Wescott, Group CEO at Audience Collective.
“This addition strengthens our collective by filling a critical gap for brands seeking clear and effective media partnerships.”
