Marketing & Media

Delivering trust and insight across the marketing ecosystem

Our Marketing & Media team has 60+ people in London and 400+ experienced marketing and media personnel worldwide. Our team includes senior ex-marketers, ex-agency leaders, ex-programmatic traders, customer insight specialists, data scientists, marketing econometricians, and privacy lawyers who have worked in publishing and advertising, all combined with core PwC skills in process/controls/assurance/data/technology. We are a neutral independent party committed to delivering trust and insight across the marketing ecosystem.

Services for marketers

Marketing transformation: we help brands transform their marketing operations and effectiveness through step-changes in value from their customer data, marketing technology and agency relationships:

Customer insight
(using proprietary methods and data sources, including machine learning)

Supporting brands with building customer first party data and a single customer view, uncovering the dominant customer attributes and behaviour drivers, and determining use cases including how best to engage and communicate with them, all in a privacy-compliant and ethical way.

Marketing effectiveness
(econometrics and attribution)

Supporting clients with quantifying marketing ROI, and optimising between price, promotions, sponsorship, TV, digital (in all its forms), press, radio, OOH, etc.

Media governance

Helping clients select their media agencies (pitch management); negotiate and contract with them (contract management); and manage (audit) agencies. Our approach is a complete reinvention of financial contract compliance and media performance auditing: we apply regulated professional audit standards in one end-to-end assessment of agency performance, encompassing all types of online media as well as offline, with the aim of delivering strengthened performance and relationships.

In 2018 we supported the UK advertisers' trade association in developing v2 of its best practice framework for media agency contracting (and also with v3 in 2021); in 2019 we won a British Media Award for our customer insight project with hundreds of retailers across London's West End; in 2020 we worked with industry trade bodies to deliver a pioneering study into programmatic advertising supply chains that won 16 major awards globally; in 2021 we began our hugely popular webinar series on marketing in the post-cookie world; and in 2022 we are collaborating on industry initiatives including: data ethics, Ad Net Zero, cross-platform measurement, and a reprise of our study into programmatic advertising.

Services for media owners

Audience reporting

Audience measurement, reporting and certification, to deliver accurate and verified audience data that can inform content commissioning and scheduling and drive premium pricing for ad sales.

Campaign reporting

Verified campaign delivery and reporting, to reassure buyers that their ads were served to the right audience and at the right time, and then reported completely and accurately.

Contract assurance

Audits of business partners (revenue-shares, ad-tech partners, etc) covering both financial and operational contract compliance, including use of data in accordance with privacy regulations.

Our audience and campaign reporting services are multi-award-winning, covering television (linear and addressable), radio, press, out-of-home, and internet advertising.

Work with us

Meet our people. See our work. Join our team.

Search and apply

At the heart of our business are diverse and talented teams to help achieve our goal of being pioneers in a world of changing risk. Join us and you’ll be part of an inclusive culture that enables risk professionals to thrive by nurturing innovation and curiosity. Our investments in technology and digital give our people the tools and skills they need to help our clients solve the problems of tomorrow, not just today.

Rebecca Cooke,People Leader for Risk

Contact us

Sam Tomlinson

Sam Tomlinson

UK Media and Entertainment Leader, PwC United Kingdom

Tel: +44 (0)7811 453111

Follow us