School Reports 2018
[Extended edition]
Total Media



Total Media



Type of agency & ownership:  Independent behavioural planning media agency
Nielsen billings 2017: £33m (+20%)
Declared income: £8.8m
Total accounts at year end: 107
Accounts won: 22 (biggest: Kwiff)
Accounts lost: 5 (biggest: Love Home Swap)
Number of staff: 130 (+23%)
Key personnel: Mike Sell, chairman; Guy Sellers, chief executive; Tom Laranjo, managing director; Lucas Brown, chief strategy officer; Celine Saturnino, chief commercial officer
Star player: Behavioural planning

Year in review

Total Media’s chosen "star player" of 2017 does not draw a salary. Nevertheless, behavioural planning is a core pillar of the agency, and last year it claimed to have it well and truly nailed. The concept, based on behavioural economics, neuroscience and ethnology insights to deduce what makes people tick, became central to the agency’s offering along with some significant moves on the international front which, it hopes, will future-proof it as Brexit looms.

Concerned about Brexit’s impact on Britain’s place in the global media industry, the agency announced the launch of a technology hub in Estonia, part of the eurozone, to harness local digital talent and reduce costs. And, as 2018 began, it went further by unveiling a joint venture with Germany’s Mediaplus, with hubs in London and Munich.

Staying ahead of the crowd has become the name of the game for Total Media, but it also has solid foundations. A 15% income growth in 2017 belied a tough operating environment, while 22 accounts won across the group – including the £9m business for sports-betting app Kwiff – was a 69% rise on the previous year. It also had a 95% account-retention rate.

So, not a bad debut year for Celine Saturnino, promoted at the start of 2017 to the role of chief commercial officer, with a brief to deliver innovation in investment and operations across all group companies.

While the agency has always had a solid group of clients associated with the arts, including the English National Opera, new clients, including streaming service FilmStruck and bathroom brand Victorian Plumbing, suggest it can also attract those with deeper pockets.

Agency's Year In A Tweet


"Celebrating our 35th as a leading independent, we’ll recall 2017 for nailing our behavioural planning approach & growing gross income by 15%"

Scores


Score this year: 7
Score last year: 7
How the agency scores itself: 7
Management strength: 7
Creativity: 6
Innovation: 7
New business: 6
Diversity: 6

Business performance and accounts

Gross income

Latest: n/s
Previous: n/s
Change: n/s

Operating profit

Latest: n/s
Previous: n/s
Change: n/s

List of total accounts

ACCA

Arcadia

Ashmolean

BritishHeart Foundation

Bloomsbury

Bonnier

Bord Bia

British Academy

British Eggs

Cambridge

Canongate Books

Carmignac

Compton Verney

Crafts Council

Design Centre

EC Drummond

Egmont Publishing

ENA (Energy Networks Association)

ENO (English National Opera)

Epson

Faber & Faber Publishers

Florette

Folio Society

Foyles

Fred Olsen

Frieze Art Fair London

Granta Publications

Great Food

Grove

Hachette Children’s Books

Harley Medical Clinic

Hatton Country World

Haymarket/Autosport

Head Of Zeus

Headline

Hodder

Homedics

Horinman

Intercarabao

Investec

Keith Prowse

KRCS

Lenovo

Lenovo Moto

Little Brown

London Symphony Orchestra

Lundhs

Macmillan

Manydown Farm

Natural Balance Foods

NICEIC

OKA Direct

Optimax

Origins

Orion

Oxford University Press

Pavilion Publishing

Photographers Gall

Profile Books

Quercus

Roundhouse

Shakespeare Birthplace Trust

Simon and Schuster

Sirens

Sleeping Duck

Stena Line

Strut and Parker

T&G(Penshop)

TDC

Think Media

Unshackled

Urban Eat

Usborne Publications

Waddesdon Manor

Walker Books

Watkins Book

Wellcome Collection

Whitechapel Art Gallery

Whole Foods

Wiggle

Wyndham

Top three spending accounts:

Lenovo (n/s)

Epson (n/s)

Fred Olsen (n/s)

Number of retained accounts: 85
Number of accounts that are projects: 0
Biggest win: Kwiff (£9m)
Biggest lost: Love Home Swap (n/s)

Diversity


Awards

Haymarket award wins


Campaign Big Awards: 3

Marketing New Thinking Awards: 1


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