Total Media launches performance media agency in the North

Total Media, the behavioural planning agency, has this week launched Running Total, a new joint venture specialising in performance media planning and buying.

The venture will be co-owned by Total Media and John Marshall and Colin Reynolds, who become joint managing partners. Headquartered in Manchester, its first client is mobile provider unshackled.com.

Reynolds and Marshall both join from MediaCom North, where Marshall was part of the management team and Reynolds was responsible for billings of over £130m as broadcast director.

“Performance advertising has been a central part of the growth strategies of many of the UK’s most successful ecommerce businesses – many of whom are located here in the North, the UK’s ecommerce hub,” said Marshall.

“What’s been lacking is a credible independent alternative to the networks. Working with Total Media gives us the scale of a larger agency but the agility of an independent. And the fit is great – they’re a cracking outfit and we can’t wait to get working with them.”

Guy Sellers, CEO of Total Media added: “We’re thrilled to have John and Colin on board. Their performance expertise adds another dimension to the agency’s behavioural approach to media planning and buying.

“The joint venture is also an excellent opportunity to expand our footprint in the North, in addition to our London HQ and Midlands office.”