With more than thirty years in the media and advertising world, Pete Robins is a true pioneer, behind seminal digital agencies like Glue London, agenda21 and Modem Media. Now, he has launched a new independent agency, Project5, with the ambition of redefining what a media agency can do in the age of AI, modern measurement and audience prioritisation.
He sat down with NDA Editor-in-Chief Justin Pearse to discuss why the industry is entering a new phase, how Project5 is structured, and what the future holds for media.
Why do you believe we are in a new age of media?
Advertising has always operated in cycles, yet right now I believe we are entering the fifth age of media. Around 80% of UK media is now delivered through technology and data, which changes everything about how we plan, activate and measure campaigns.
The core principles of communication remain the same, but the techniques have shifted so fundamentally that many past practices are now contradicted by new insights and capabilities.
Having been in media from the early 1990s and working in adtech from its beginnings, I have seen this evolution first hand. Over decades, I have led transformations in media planning, digital integration and performance measurement, and I believe the changes we are seeing now represent the biggest leap yet.
What makes Project5 different from traditional agencies?
Project5 was born from frustration that much of UK media spend is still directed by habit or legacy ways of working. With modern tools, we can prioritise better the audiences we want and suppress those we do not, making media far more effective and less risky.
At my former agency, we tried to modernise but a number of clients were comfortable with the status quo and unwilling to embrace disruptive, data-driven methods. That experience convinced me there was space for an independent agency built specifically for bold clients who want more than the status quo.
What kind of clients are you looking to work with?
Our ideal client is not necessarily the biggest brand in their sector. We are focused on challenger brands, growth-minded businesses with moderate budgets and strong ambition to gain share.
These are clients with a win mentality, who are willing to have deep conversations about their goals before we even touch media planning. Too many agencies skip that alignment step and head straight into execution.
How did Project5 come together?
After leaving my previous role, I spent about eighteen months preparing, analysing the market, talking to industry peers and considering potential partnerships. We explored joint ventures with existing groups but eventually partnered with individual investors who shared our vision. Project5 officially launched in March this year.
From the start, our ambition has been to build the best media agency with the smallest possible team. Instead of the traditional pyramid model with layers of junior staff, we are creating what I call a tower model.
Technology fills the structural gaps, allowing senior people to stay closely involved with client businesses.
Can you share any early success stories?
For one of our clients, a menswear brand, our investment delivered its 12 month incremental sales target in just over three months.
That success was possible because the client was ambitious, was willing to listen and had a strong backend data setup, which allowed us to build precise and highly effective strategies.
How are you using AI in your work?
AI is already helping us speed up measurement and modelling, generating insights in hours that once took weeks.
Looking ahead, we want to use AI to run digital twins of campaigns. These simulations allow us to stress test scenarios before committing spend, giving clients confidence that their campaigns will deliver the right results.
Where do you see the independent agency market going?
I see the market dividing more clearly. The largest clients will continue working with the holding groups, but mid sized and challenger brands will increasingly choose independents.
Right now, indies account for around 10% of UK media spend. I believe that could double, because the big groups cannot deliver the same level of senior attention to smaller clients. Technology is levelling the field, making it possible for independents to offer top tier service at scale.
Finally, what keeps you motivated after such a long career?
The complexity of the media landscape is what excites me. There is more innovation happening now than at any point in my career.
Working through that complexity and turning it into measurable value for clients is what keeps me energised. Project5 gives me the platform to continue pushing boundaries and to show what a modern independent media agency can achieve.
