Audience Collective introduces Redefine Media, a new agency aimed at reshaping media buying practices.
- Verity Brown, experienced in media management, will lead the new initiative.
- Redefine Media challenges traditional fee structures and offers enhanced transparency.
- The agency will support emerging and growth-focused brands with clear and effective strategies.
- Redefine Media adds value to Audience Collective by closing a critical gap in media partnerships.
Verity Brown, the Group Managing Director of Audience Collective, is at the helm of Redefine Media, a new agency launched to transform media buying. With a career spanning two decades in media agencies, Brown emphasized the need to address the adverse effects of misaligned incentives on agency integrity and planning quality. She stated, “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.”
Redefine Media is set to challenge the existing norms by steering away from the traditional model where agencies earn based on a percentage of the client’s media spend. Instead, it focuses on a model where clients pay for media based on deliverables, ensuring transparency and accountability. Rob Wescott, Group CEO at Audience Collective, explained that Redefine Media’s design supports challenger brands and growth-focused businesses, providing unmatched transparency in media buying. He added, “This addition strengthens our collective by filling a critical gap for brands seeking clear and effective media partnerships.”
Situated in Leeds and Bristol, Redefine Media is equipped to navigate the complexities of the current media landscape. Its focus on transparency aims to empower brands to understand the impact of their investments, aligning every pound with intended outcomes. As the media sector becomes increasingly intricate, the emphasis on how investments work for brands is crucial for strategic success.
Redefine Media stands poised to innovate media buying with its fresh approach and experienced leadership.
