Exploring Salaries at Independent Media Agencies in London
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London is home to a dynamic and diverse advertising landscape, where salaries at independent media agencies can vary significantly. In recent years, even large brands have increasingly chosen to collaborate with these independent agencies, rather than relying on the bigger, more established firms. This article highlights some of the top independent advertising agencies in London, offering insights into their revenue, financial health, client portfolios, and industry recognition. For advertising professionals seeking exciting opportunities or aspiring to work with leading agencies, this overview provides valuable insights into the agencies shaping the future of the industry. Please note that the data presented is an estimate, based on publicly available information.
About the figures. The revenue, headcount and financial-health numbers below are a snapshot compiled in December 2024 from accounts then filed at Companies House. They have deliberately not been restated: agency filings, ownership and client rosters all move, and a table of stale numbers presented as current would be worse than a dated one presented honestly. Treat the figures as a point-in-time comparison of relative scale, and check any agency you actually care about against its latest filing — the method is in How to check the current numbers yourself below. The audit-threshold section immediately following was updated in August 2026.
UK Audit Requirements for Small and Medium-Sized Enterprises (SMEs)
In the UK, small companies are permitted to file unaudited financial statements if they meet at least two of three size tests. Those thresholds were raised substantially for financial years beginning on or after 6 April 2025, which matters here: a number of the agencies below now sit under the new limits and may file less detail than they used to.
| Test | Old threshold | From 6 April 2025 |
|---|---|---|
| Turnover | £10.2 million or less | £15 million or less |
| Balance sheet total | £5.1 million or less | £7.5 million or less |
| Employees | 50 or fewer | 50 or fewer |
If a company qualifies as "small," it may choose to file unaudited accounts. The change applies by reference to the start date of the financial year, not the calendar year, so filings for older periods still follow the previous thresholds. See the company size threshold changes.
Key Metrics Overview of Independent Media Agencies
The following table provides an overview of the financial performance and salary distribution within top independent agencies. Using their audited reports as a basis, we estimate their operational scale, providing a clearer picture of how these agencies generate revenue and manage their financial structures.
If I were an employee, I would be concerned if the company offers below-average wages per employee while maintaining a very high operating profit margin. This could indicate that the company is extracting value from its staff without fairly sharing the profits. In such cases, it might feel as though the management is prioritizing profit at the expense of employee well-being, which can lead to dissatisfaction and lower morale.
Independent Media Agencies Details
Jellyfish (Not Indie anymore)
- Founded: 2005
- Revenue: £274M (As of 2022)
- Address: Floor 22, The Shard, 32 London Bridge Street, London, United Kingdom, SE1 9SG
| Employees | 2,050 (174 VP or above) |
| Wages and Salaries Aggregated Payroll Costs | £113,351,000 £140,014,000 |
| Turnover | £274,767,000 |
| Gross Profit Operating Profit EBITDA | £208,459,000 -£6,731,000 £25,934,000 |
| Wages to GP Ratio Aggregated Payroll to GP Ratio | 54% 67% |
| Operating Profit Margin (OP/GP) | -3% |
| Dividend | N/A |
Talon Outdoor (Not Indie anymore)
- Founded: 2013
- Revenue: £347M (As of 2023)
- Address: Holden House, 57 Rathbone Place, London, W1T 1JU
- Notable Clients: Starbucks, McDonald's, HSBC, Specsavers
| Employees | 168 |
| Wages and Salaries Aggregated Payroll Costs | £10,105,000 £11,944,000 |
| Turnover | £347,091,000 |
| Gross Profit Operating Profit | £37,930,000 £11,688,000 |
| Wages to GP Ratio Aggregated Payroll to GP Ratio | 27% 31% |
| Operating Profit Margin (OP/GP) | 31% |
| Dividend | N/A |
Mother London (Core as Creative Agency)
- Founded: 1996
- Revenue: £71M (As of 2023)
- Address: Biscuit Building, 10 Redchurch Street, London, E2 7DD
- Notable Clients: IKEA, KFC, Stella Artois, Diageo (e.g., Baileys).
| Employees | 226 |
| Wages and Salaries Aggregated Payroll Costs | £19,597,000 £22,459,000 |
| Turnover | £71,656,000 |
| Gross Profit Operating Profit EBITDA | £34,769,000 £1,334,000 N/A |
| Wages to GP Ratio Aggregated Payroll to GP Ratio | 56% 65% |
| Operating Profit Margin (OP/GP) | 49% |
| Dividend | £3,000,000 |
The 7 Stars
- Founded: 2005
- Revenue: £425M (As of 2023-2024)
- Address: Floor 6-9, Bush House, North West Wing, 57 Aldwych, London, WC2B 4PJ
- Top 5 billing clients: Entain, Nintendo, First Rail Group, Iceland, Gousto
- About:
| Employees | 307 (7 Management) |
| Wages and Salaries Aggregated Payroll Costs | £18,869,221 £22,039,017 |
| Turnover | £425,325,037 |
| Gross Profit Operating Profit EBITDA | £33,510,706 £1,948,789 £2,370,929 |
| Wages to GP Ratio Aggregated Payroll to GP Ratio | 56% 66% |
| Operating Profit Margin (OP/GP) | 5.82% |
| Dividend | £13,722,147 |
Goodstuff Communications
- Founded: 2002
- Revenue: £129M (As of 2022)
- Address: 3rd Floor, Blue Fin Building, 110 Southwark Street, London, England, SE1 0SU
| Employees | 125 |
| Wages and Salaries Aggregated Payroll Costs | £6,677,795 £7,722,641 |
| Turnover | £128,956,608 |
| Gross Profit Operating Profit EBITDA | £13,978,090 £2,919,425 £3,098,000 |
| Wages to GP Ratio Aggregated Payroll to GP Ratio | 48% 55% |
| Operating Profit Margin (OP/GP) | 20% |
| Dividend | £9,000,000 |
Medialab Group
- Founded: 1999
- Revenue: £115M (As of 2023)
- Address: 3-4a Little Portland Street, 1st Floor, London, England, W1W 7JB
| Employees | 134 (5 Management) |
| Wages and Salaries Aggregated Payroll Costs | £7,908,100 £8,044,032 |
| Turnover | £115,126,079 |
| Gross Profit Operating Profit EBITDA | £12,970,982 £2,124,914 N/A |
| Wages to GP Ratio Aggregated Payroll to GP Ratio | 61% 62% |
| Operating Profit Margin (OP/GP) | 16% |
| Dividend | £1,650,000 |
Specialist Works
- Founded: 2003
- Revenue: £121M (As of 2023)
- Address: 94 White Lion Street, London, United Kingdom, N1 9PF
- Top 5 billing clients: Frasers Group, Neilson Financial Services, ManyPets, NordVPN, Auto Trader
| Employees | 150 |
| Wages and Salaries Aggregated Payroll Costs | £9,418,234 £10,840,053 |
| Turnover | £121,189,823 |
| Gross Profit Operating Profit EBITDA | £198,29,890 £3,792,605 £4,375,460 |
| Wages to GP Ratio Aggregated Payroll to GP Ratio | 47% 55% |
| Operating Profit Margin (OP/GP) | 19% |
| Dividend | N/A |
Kate Factory
- Founded: 2010
- Revenue: £64M (As of 2023)
- Address: Second Floor, 55 New Oxford Street, London, England, WC1A 1BS
- Top 5 billing clients: Crisis, WaterAid, David Lloyd, Pure Cremation, Leigh Day
| Employees | 98 |
| Wages and Salaries Aggregated Payroll Costs | £5,494,105 £6,210,632 |
| Turnover | £63,899,339 |
| Gross Profit Operating Profit EBITDA | £9,495,333 £1,022,875 £1,474,000 |
| Wages to GP Ratio Aggregated Payroll to GP Ratio | 58% 65% |
| Operating Profit Margin (OP/GP) | 11% |
| Dividend | N/A |
John Ayling & Associates
- Founded: 1995
- Revenue: £66M (As of 2023)
- Address: 2 Leman Street, London, United Kingdom, E1W 9US
| Employees | 58 |
| Wages and Salaries Aggregated Payroll Costs | £3,812,284 £4,376,644 |
| Turnover | £64,544,127 |
| Gross Profit Operating Profit EBITDA | £7,099,516 £951,074 N/A |
| Wages to GP Ratio Aggregated Payroll to GP Ratio | 54% 62% |
| Operating Profit Margin (OP/GP) | 13% |
| Dividend | N/A |
Generation Media
- Founded: 2007
- Revenue: £49M (As of 2023)
- Address: 7-8 Midford Pl, London W1T 5BG
| Employees | 44 |
| Wages and Salaries Aggregated Payroll Costs | £2,256,163 £2,624,601 |
| Turnover | £48,961,812 |
| Gross Profit Operating Profit EBITDA | £7,661,044 £2,186,868 £2,980,000 |
| Wages to GP Ratio Aggregated Payroll to GP Ratio | 29% 34% |
| Operating Profit Margin (OP/GP) | 29% |
| Dividend | £385,000 |
Republic of Media
- Founded: 2009
- Revenue: £86M (As of 2023)
- Address: 26 Cross Street, Manchester, England, M2 7AQ
- Top 5 billing clients: bet365, The Scottish Government, Land Securities, Whyte and Mackay, Tennent Caledonian Breweries
| Employees | 53 (3 Management) |
| Wages and Salaries Aggregated Payroll Costs | £2,240,112 £2,570,122 |
| Turnover | £85,540,658 |
| Gross Profit Operating Profit EBITDA | £5,376,134 £790,758 N/A |
| Wages to GP Ratio Aggregated Payroll to GP Ratio | 42% 48% |
| Operating Profit Margin (OP/GP) | 15% |
| Dividend | N/A |
Bountiful Cow
- Founded: 2010
- Revenue: £26M (As of 2023)
- Address: Floor 6 - 9 Bush House, North West Wing, 57 Aldwych, London, England, WC2B 4PJ
- Top 5 billing clients: Numan, Smile Direct Club, Camden Town Brewery, Signet, Vorboss
| Employees | 25 (3 Management) |
| Wages and Salaries Aggregated Payroll Costs | £1,809,837 £2,131,334 |
| Turnover | £26,402,379 |
| Gross Profit Operating Profit EBITDA | £3,023,164 £44,734 £57,100 |
| Wages to GP Ratio Aggregated Payroll to GP Ratio | 60% 70% |
| Operating Profit Margin (OP/GP) | 1% |
| Dividend | N/A |
AMS Media Group
- Founded: 2004
- Revenue: £26M (As of 2023)
- Address: 150-158 Kings Cross Road, London, WC1X 9DH
- Top 5 billing clients: Total Jobs, The Bountiful Company, Conservatory Insulations, Jagermeister, Condor Ferries
| Employees | 35 (7 Management) |
| Wages and Salaries Aggregated Payroll Costs | £2,608,571 £2,970,556 |
| Turnover | £26,294,726 |
| Gross Profit Operating Profit EBITDA | £4,307,512 £253,618 N/A |
| Wages to GP Ratio Aggregated Payroll to GP Ratio | 61% 69% |
| Operating Profit Margin (OP/GP) | 6% |
| Dividend | £310,000 |
Total Media
- Founded: 2001
- Revenue: £92M (As of 2023)
- Address: First Floor Waverley House, 7-12 Noel Street, London, United Kingdom, W1F 8GQ
- Top 5 billing clients: De'Longhi, Greene King, MG, Epson, Young's Seafood
| Employees | 96 |
| Wages and Salaries Aggregated Payroll Costs | £5,344,555 £6,261,305 |
| Turnover | £92,206,509 |
| Gross Profit Operating Profit EBITDA | £12,213,191 £1,967,188 N/A |
| Wages to GP Ratio Aggregated Payroll to GP Ratio | 44% 51% |
| Operating Profit Margin (OP/GP) | 16% |
| Dividend | £900,000 |
Media Agency Group
- Founded: 2003
- Revenue: £12M (As of 2023)
- Address: 34 South Molton Street, London, W1K 5RJ
- Top 5 billing clients: Amazon, Verizon, Greene King, Skyes Holiday Cottages, Fiverr
| Employees | 32 |
| Wages and Salaries Aggregated Payroll Costs | £1,908,509 £2,134,884 |
| Turnover | £12,075,617 |
| Gross Profit Operating Profit EBITDA | £2,990,693 £767,791 N/A |
| Wages to GP Ratio Aggregated Payroll to GP Ratio | 64% 71% |
| Operating Profit Margin (OP/GP) | 26% |
| Dividend | £2,766,918 |
The Grove Media
- Founded: 1996
- Revenue: £26M (As of 2023)
- Address: 128 City Road, London, England, EC1V 2NX
- Top 5 billing clients: University of Law, Raymond Gubbay, Animal Friends Insurance, The Crown Estate, Daikin Airconditioning
| Employees | 27 |
| Wages and Salaries Aggregated Payroll Costs | £1,092,807 £1,355,770 |
| Turnover | £25,950,398 |
| Gross Profit Operating Profit EBITDA | £2,759,401 £813,129 £827,908 |
| Wages to GP Ratio Aggregated Payroll to GP Ratio | 40% 49% |
| Operating Profit Margin (OP/GP) | 29% |
| Dividend | £666,493 |
VCCP Media
- Founded: 2002
- Revenue: £179M (As of 2023 )
- Address: Greencoat House, Francis Street, London, United Kingdom, SW1P 1DH
- Top 5 billing clients: SAGA, GoDaddy, Bonhams, De Monfort University, Abbott
| Employees | 625 |
| Wages and Salaries Aggregated Payroll Costs | £38,712,269 £47,224,848 |
| Turnover | £179,049,629 |
| Gross Profit Operating Profit EBITDA | £80,064,858 £17,778,939 N/A |
| Wages to GP Ratio Aggregated Payroll to GP Ratio | 48% 60% |
| Operating Profit Margin (OP/GP) | 22% |
| Dividend | N/A |
Media Campaign
- Founded: 1997
- Revenue: £22M (As of 2023)
- Address: Greencoat House, Francis Street, London, United Kingdom, SW1P 1DH
- Top 5 billing clients: Wowcher, Gas Safe Vax, Bradford Exchange, Trailfinders, Proximo
| Employees | 14 |
| Wages and Salaries Aggregated Payroll Costs | £702,218 £843,258 |
| Turnover | £21,941,296 |
| Gross Profit Operating Profit EBITDA | £2,927,783 £1,264,146 £1,264,146 |
| Wages to GP Ratio Aggregated Payroll to GP Ratio | 24% 29% |
| Operating Profit Margin (OP/GP) | 43% |
| Dividend | N/A |
TMWI (Not London)
- Founded: 1985
- Revenue: £19M (As of 2023)
- Address: Tmw House 7 Shottery Brook Office Park, Timothys Bridge Road, Stratford Upon Avon, Warwickshire, CV37 9NR
- Top 5 billing clients: Furniture Village, SAIC Motors (MG), Nestle, The Royal Mint, Solmar Villas
| Employees | 33 |
| Wages and Salaries Aggregated Payroll Costs | £1,475,633 £1,797,904 |
| Turnover | £19,295,547 |
| Gross Profit Operating Profit EBITDA | £1,989,908 £311,115 N/A |
| Wages to GP Ratio Aggregated Payroll to GP Ratio | 74% 90% |
| Operating Profit Margin (OP/GP) | 16% |
| Dividend | £234,000 |
Brainlabs
- Founded: 2012
- Revenue: £20M (As of 2023)
- Address: Building 4 2 Old Street Yard, London, United Kingdom, EC1Y 8AF
- Notable Clients: WeTransfer, Expedia, Eastpak
| Employees | 322 |
| Wages and Salaries Aggregated Payroll Costs | £16,990,774 £19,426,480 |
| Turnover | £20,587,084 |
| Gross Profit Operating Profit EBITDA | N/A £130,535 N/A |
| Wages to GP Ratio Aggregated Payroll to GP Ratio | (Large income from shares in group undertakings) |
| Operating Profit Margin (OP/GP) | N/A |
| Dividend | £ |
How to Check the Current Numbers Yourself
This is the part that does not go out of date. Every UK limited company files accounts publicly, so you can re-run any figure in this article in about two minutes:
- Search the agency name on Companies House and open its company record.
- Open Filing history and download the most recent Annual accounts. Note the period they cover — filings usually run about nine months behind the year end.
- Read turnover and operating profit where disclosed. Small companies may file abridged accounts with no profit and loss account at all, so you may only get a balance sheet.
- Check average employee numbers in the notes. Turnover divided by headcount gives you revenue per head, which is the most useful single indicator of what an agency can afford to pay.
- Open People and Charges to see directors, ownership and any secured lending — this is where you find out whether an "independent" agency has quietly been acquired.
Ownership in this sector changes often. Several agencies described below were independent when this was written and are no longer, which is exactly why the ownership line is worth checking yourself rather than trusting any article, including this one.
Resources for Exploring Independent Agencies
- Companies House: Access financial filings and revenue details for UK-based agencies.
- Industry Reports: Platforms like Campaign Magazine, The Drum, and AdAge provide valuable insights into agency performance and trends.
- Networking Events: Engage with professionals through events such as Advertising Week Europe or The Drum Awards to connect with top agency leaders.
- Glassdoor: Research employee reviews and salary information to gain insights into company culture, compensation, and overall job satisfaction.
- LinkedIn: Discover industry trends, connect with agency professionals, and explore job opportunities within independent agencies.
Conclusion
As the advertising landscape in London continues to evolve, independent agencies remain at the forefront of driving innovation and delivering exceptional results. Whether specializing in digital marketing, media buying, or creative campaigns, these agencies are not only attracting major clients but also offering exciting career opportunities for advertising professionals. With a strong focus on performance, data-driven strategies, and creativity, London’s independent agencies provide a thriving environment for professionals to grow and make their mark in the industry. If you’re looking to take your career to the next level, these agencies represent the ideal places to explore fresh challenges and unlock new possibilities.
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