London and Manchester, 20 October 2016: The behavioural planning agency, Total Media, has today announced the launch of Running Total, a new joint venture specialising in performance media planning and buying. The venture will be co-owned by Total Media, and John Marshall and Colin Reynolds, who become joint managing partners. The agency has already secured its first client in the form of independent mobile provider, UNSHACKLED.com, with a multimillion UK launch.
One of the UK’s fastest-growing independent agencies, and enjoying a bumper year of new business amounting to £27m, Total Media has combined forces with Reynolds and Marshall to establish Running Total as an agency to compete for performance briefs, and as an extension of its specialism in behavioural planning.
Fully resourced via the Total Media head office in London, but headquartered in Manchester, Running Total becomes the region’s first independent performance specialist capable of competing against the networks, and is well-positioned to take advantage of the significant base of high-growth ecommerce-driven businesses based in the North.
In managing partners Colin Reynolds and John Marshall, Total Media has partnered with two of the best-connected and most-respected media executives in the business. Both join from MediaCom North, where John Marshall was a key part of the management team that grew the business into the sector leader, while Colin Reynolds was responsible for billings of over £130m as Broadcast Director.
John Marshall said, “Performance advertising has been a central part of the growth strategies of many of the UK’s most successful ecommerce businesses – many of whom are located here in the North, the UK’s ecommerce hub. What’s been lacking is a credible independent alternative to the networks. Working with Total Media gives us the scale of a larger agency but the agility of an independent. And the fit is great – they’re a cracking outfit and we can’t wait to get working with them.”
Total Media’s behavioural planning expertise gives Running Total another edge: “Behavioural science should sit at the heart of any campaign and performance media works by meeting a customer’s need in the moment. This is particularly true for ecommerce where people are watching TV with the point of sale in their hand,” adds Colin Reynolds.
“We’re delighted that Running Total will be planning the TV campaign that launches the Unshackled brand on the wider world – we’re both new businesses that want to deliver kick ass campaigns that resonate with customers up and down the country. So what better way than working together to deliver brilliant value to customers,” said Julie Snape, Marketing Director at UNSHACKLED.com.
Guy Sellers, CEO of Total Media said, “We’re thrilled to have John and Colin on board. Their performance expertise adds another dimension to the agency’s behavioural approach to media planning and buying. The joint venture is also an excellent opportunity to expand our footprint in the North, in addition to our London HQ and Midlands office.”