Total Media

Independent UK media agency known for behavioural science-led planning, competing against both independent shops and holding company networks

Total Media is an independent media agency headquartered in London, UK, with a strong focus on behavioural science and data-driven media planning and buying. The agency combines traditional media expertise with digital and programmatic capabilities, helping brands connect with audiences across TV, radio, digital, out-of-home, and online channels. Their approach is grounded in understanding human behaviour to inform smarter media decisions. Founded with a philosophy centred on 'Behave!' — their proprietary behavioural planning approach — Total Media differentiates itself by applying psychological and behavioural insights to media strategy. This positions them as a thoughtful alternative to larger network agencies, particularly for mid-market and challenger brands seeking more personalised, insight-led service. Within the AdTech and media agency ecosystem, Total Media occupies a niche as an independent, full-service media agency with particular strength in the UK market. They serve a range of clients across sectors including retail, finance, healthcare, and consumer goods, competing with other independent agencies as well as the major holding company networks. Their independence allows for greater flexibility and a client-first approach without conflicts of interest from proprietary technology mandates.