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We've Sat on Both Sides of the Table
Our team spent decades inside WPP, Publicis, and IPG. Now we use that knowledge to protect advertisers — not agencies.
Our Story
Between us, we've spent over 50 years inside the world's largest agency holding groups — WPP, Publicis, IPG, and Time Inc. We've seen how contracts are written, how fees are structured, and where the hidden margins live. That's exactly why we started Fuel Media and Marketing: because advertisers deserve someone who knows where to look.
Since founding the business, we've completed over 200 audits across three continents, helping organisations recover millions in wasted media spend. Our clients include Admiral, Glanbia Performance Nutrition, Flix, and dozens of brands across financial services, healthcare, and professional services.
We don't sell media. We don't represent agencies. We don't take commissions. Our only incentive is to find the truth in your media spend — and make sure you're getting fair value for every pound.
Our Values
The principles that guide everything we do
Equitable
We believe in fairness for all parties. Our independent stance ensures balanced, unbiased recommendations that serve your best interests.
Efficient
We streamline processes and eliminate waste, helping you achieve more with your media budget through optimised strategies and workflows.
Exceptional
We deliver outstanding results through meticulous analysis, industry-leading expertise, and unwavering commitment to excellence.
Ethical
Complete transparency, no conflicts of interest, and honest advice. We build lasting partnerships based on trust and integrity.
Our Approach
The F.U.E.L. Framework™
Our proven methodology for delivering exceptional media auditing results
F
Fair
Unbiased, independent analysis with no agency relationships or conflicts of interest. We work solely for you.
U
Unbiased
Objective evaluation of your media investments. Our recommendations are based purely on performance and value.
E
Equitable
Fair and balanced approach ensuring all parties benefit. We believe in creating win-win outcomes for advertisers and agencies alike.
L
Lasting
Sustainable improvements that deliver ongoing value. We build frameworks for long-term success, not quick fixes.
Meet Our Leadership Team
Decades of combined expertise in media strategy and optimisation
Oli Orchard
Founder
Globally experienced media and marketing consultant with nearly two decades of leadership at Time Inc, WPP, and Publicis. Brings deep expertise to clients across Europe and the USA, specialising in media procurement, agency contract negotiations, multi-national pitch management, performance assessments, and ROI/KPI metric setting. Founded Fuel Media and Marketing & Marketing with a particular focus on agency transparency models and trust building between clients and agencies in the complex world of media.
Media ProcurementContract NegotiationAgency PitchesPerformance Assessment
John Ferguson
Partner & Senior Media Consultant
Three decades of international experience in senior management roles at IPG and major media consultancies. Brings extensive expertise in international media strategy, multi-national campaign management, and senior-level client relationships. Has provided strategic media advisory services for numerous blue-chip companies across many different cultural situations and organisational structures.
International Media StrategyMulti-national CampaignsClient RelationsStrategic Advisory
Johan Gran
Director of Digital Measurement & Analytics
Founding partner of MFNC (Mathematical Forecasting and Normalisation Computing) with extensive expertise in digital media, mathematics, engineering, econometric and financial modelling. Has worked for media agency groups, media owners and consultancies, bringing wealth of knowledge in digital media and marketing strategies. The force behind Fuel’s digital measurement and quantitative research capabilities, analysing digital marketing investments to bring actionable insights.
Digital AnalyticsEconometric ModellingMarketing AttributionData Science
Why Brands Choose Us Over the Big Auditors
We're not a large consultancy selling you a process. We're specialists who've done this 200+ times and know exactly where to look.
Complete Independence
Zero agency relationships. Zero platform partnerships. Zero media buying interests. Our only incentive is finding the truth.
50+ Years Inside the Agency World
Our team held senior roles at WPP, Publicis, IPG, and Time Inc. We know where agencies hide margin because we've been there.
17% Average Savings
Our audits recover an average of 17% of media spend — that's £180K-£850K annually, depending on your budget.
Forensic-Level Analysis
Invoice verification, rebate auditing, audience overlap mapping, and attribution modelling. Not just dashboards — evidence.
We Stay Until It's Fixed
Unlike auditors who hand you a report and leave, we support implementation — including agency renegotiations.
Industry-Specific Expertise
Deep experience in financial services, healthcare, and professional services — we understand your regulatory and commercial landscape.
Why Media Auditing Matters
The ANA (Association of National Advertisers) found that only 36p of every pound spent on programmatic advertising reaches the consumer. The rest disappears into ad tech fees, hidden margins, and intermediary costs. For a brand spending £10M a year, that's £6.4M that never reaches your audience.
An independent media audit changes that. It exposes where money is leaking, verifies whether your agency is delivering fair value, and gives you the evidence you need to negotiate better terms. Our clients typically recover 17% of their media spend — not through cost-cutting, but by eliminating waste and enforcing transparency.