For years, the UK’s independent media agencies have found themselves navigating an industry ecosystem largely shaped by holding companies. The newly-launched Media United is positioning itself not as an industry body, but as a member-owned commercial collective exclusively for indies. The network aims to give indies commercial clout, rigorous tech verification, and collaborative power.
From introducing a no-nonsense accreditation scheme to scrutinise unchecked AI claims, to spearheading a campaign that champions quality content over dashboard-driven planning, Media United is focused on helping challenger brands punch grow. Here, Co-Founder Martin Woolley explains why the sector needed a dedicated collective, how they manage commercial partner tensions without compromising standards, and what lies ahead as the network targets growth across the UK.
Tell us about the reasoning behind the launch of Media United, and what are you doing that other industry bodies are not?
First of all, we don’t see ourselves as an industry body. We’re a commercial collective of full-mix indie media agencies, and we focus on just two things: making our members better agencies and stronger businesses.
Our members don’t feel other bodies cater for them directly. Those bodies are broader-based, overly influenced by HoldCos or more sector-specific. Or a bit of all three!
Media United is owned and run by its members, so they set the priorities, and we can move fast.
How will the accreditation scheme verify claims from digital, data and adtech providers, especially AI capabilities?
Everyone’s “AI-powered” now, and saying it doesn’t make it true. So our rule is simple: no evidence, no accreditation.
Through AMI, we’ve always done detailed due diligence on product, service, fit with agency needs and the commercial offer. That carries on. Suppliers will complete a structured assessment, and a real person reviews every submission.
If a claim doesn’t stack up, we’ll push back.
We’re also working with a partner, DiscovrX, which is building a technology-backed platform for assessing suppliers. As that develops, we’ll bring it into the process, so assessments become more consistent and AI claims get much closer scrutiny.
How do you manage the tension between being member-owned and relying on commercial partner income?
Simple answer: be honest!
The partners we’ve succeeded with have been quality-tested by domain experts at member agencies. My recurring nightmare is recommending a supplier to my peers and hearing “They’re crap!” Accreditation is an extension of that, and it isn’t a badge you can buy. Being a commercial partner doesn’t get you accredited. Meeting the criteria does.
Secondly, I can’t guarantee anything to partners or accreditees (if that’s a word!). Think of MU as a buffet table. We’ll encourage members to explore what’s there, but you have to make your dish tempting enough that they choose it.
So far, we’ve only put relevant, high-quality fare on the table, so everyone (partner, agency and, most importantly, the end client) gets real benefit.
It’s not rocket science. Get it right and it’s win-win-win.
What will the “quality content” campaign push for in practice, and how will it persuade challenger brands?
We’re building that now, so watch this space. But in essence, supporting quality content works on every level.
Our challenger brand clients (spending up to £30m) are almost always outspent, and they often have less brand equity than established competitors. They can’t use vanilla, dashboard-driven media planning on a smaller budget and expect to win, and increasingly they’re realising it.
Planning is what sets the indie sector apart. It starts with deep consumer understanding and smart choices about where a brand shows up. Quality content is where that thinking pays off: environments that build trust and make every pound work harder.
By happy coincidence, that means we can also support things that society needs – journalism, quality TV and film, real music and radio. Before we all drown in AI slop, let’s recognise and reward their value – as planners and as people.
Why only full-mix independents, and what does success look like after, say, 30 founding members?
Simple: independent, full-mix agencies (ones that plan channel-neutral) had nothing built for them.
We’re all members of other organisations, but none were designed for us until Paul Phelps and I launched AMI.
Media United is the natural progression. Something by, and for, media indies. As client-centric, nimble and progressive as the agencies themselves.
There are only so many agencies like us. But having said that, we’ve met lots of great agencies from around the UK already. I’m sure there are plenty more out there.
I expect we could get to 100 members eventually – and at that point, we’ll have the whole sector covered.
We’re natural born collaborators, and I don’t think we’ve scratched the surface yet!
