Marketing for Media & Broadcast Brands
Audience growth for businesses whose business is the medium and the message.
Media clients are an unusual brief. You already understand content, reach, formats and what makes people watch. What you tend not to have is the time or the ad-platform machinery to turn that into targeting and measurable audience growth, show by show and launch by launch. That's the part we run.
Broadcast, podcast, online media and the people in front of them
Media is one of our three core verticals, and not by accident: the campaign partnerships we've built over the years were assembled around financial services, media and e-commerce specifically. In practice that means podcast studios, broadcasters and national media channels, online publishers, and independent media, plus the talent whose own audience is part of the commercial proposition.
- Podcast studios and networks
- Broadcast and national media channels
- Online media and publishers
- Independent and alternative media
- Talent and presenter audiences
A series launch is not a brand campaign
Media marketing runs on a different clock. A show drops, the window to build an audience is short, and the next one is already in production. So the machinery has to be built once and reused: audiences that develop between launches rather than being rebuilt each time, creative templates that can be turned round in a day, and reporting fast enough to change the spend while the launch is still live.
- Audiences built to be grown and cultivated, not rebuilt every launch
- Creative templates that survive a one-day turnaround
- Paid campaigns optimised around the release window
- Reporting quick enough to move budget mid-flight
The audience you own is worth more than the audience you rent
Platforms are fickle. Algorithms change. What guarantees reach one day can tank it the next. A following on somebody else's app is borrowed; a mailing list and a first-party data set are yours. A good deal of our work is moving audiences from the borrowed column into the owned one: capture built into the site, list-building and segmentation around launches, and the CRM work that keeps the two joined up. We help you grow your own channels and your own email database, on Substack or HubSpot. It matters more in media than in most sectors, because the whole business is the audience.
Monetisation comes in many forms
In media, a bigger audience is only part of the job. Monetisation comes in many forms: views, mailing list growth, subscriptions and merch sales. We set the objective at the start and build the campaign around the one that matters most to you, so growth shows up in revenue, not just reach.
- Views
- Mailing list growth
- Subscriptions
- Merch sales
Campaigns that run where your audience already is
Media campaigns are rarely single-platform. We typically run across Meta, X and YouTube, often with Substack and HubSpot alongside, so paid reach, organic community and your own mailing list all work towards the same objective.
What you get
Why media brands work with us
- Media is one of our three core verticals, and our partnerships were built round it
- We work to launch schedules rather than quarterly brand plans
- Owned-audience growth, not just reach
- Channel-accredited ad managers working with the algorithms daily
What clients say
Our following on Twitter and Facebook has quadrupled to 90k and we are now monetising across multiple channels.
Questions we get asked
We already have a big following. What would you add?
Usually two things: turning that following into something you own rather than rent, and putting paid support behind launches so reach isn't left to the algorithm on the day it matters most.
Can you work to a launch schedule?
It's how most of our media work runs. The planning happens in advance so the launch week is execution rather than briefing.
What kind of media work have you done?
We have built and managed the complete social and digital infrastructure for a prominent public figure and the wider organisation around them: a multi-entity ecosystem spanning campaigning, media, legal advocacy, e-commerce and civic fundraising. Working in contested public discourse, discretion, strategic consistency and brand coherence were essential at every level.
Got a launch coming?
The audience work that makes a launch land mostly happens before it.
Tell us what's in the schedule and we'll show you what we'd do with it.