Local Planet / Local Planet Media

The company operates as a federated global media agency network owned by its constituent agencies and management via a joint shareholding model. It creates value by aggregating local independent agencies into a coordinated international offering, enabling brand advertisers to run integrated media planning, buying and performance measurement across many markets while retaining local execution.

The core business is service-based: strategy, media planning, media buying and analytics delivered by agency teams, supported by proprietary AI-powered tools for bidding, contextual targeting, workflow and reporting. These tools (Gauss, AdMachina, 4D, MMT, and analytics capabilities) are deployed to improve campaign performance, standardise workflows and differentiate the network from holding-company competitors, but are primarily monetised implicitly through higher-value service engagements and better margins on managed media, rather than through separate licences.

Local Planet is a privately owned global media agency network headquartered in the United Kingdom, formed and co-owned by its member agencies and management. It coordinates media planning and buying across markets, managing over $16bn of client media investment and competing with major holding-company networks such as WPP, Publicis, Omnicom, Dentsu and IPG.

The network serves brand advertisers that require cross-market media strategy, activation and measurement, and augments its services with proprietary, AI-fuelled tools for bidding optimisation, creative optimisation, contextual targeting, workflow management, and performance analytics. Revenue is generated primarily from agency service fees and retainers on managed media budgets, with technology used to enhance performance and operational efficiency rather than sold as a standalone SaaS product.