Leegaard Media Advisory

Take Charge of Your Media Investments

Leegaard Media Advisory helps Nordic advertisers make better decisions about their media agencies, contracts and operating models.

That may mean selecting a new agency, negotiating a better agreement with the current one or making sure the relationship continues to deliver.

The starting point is the same: understand what needs to change before deciding how.

Own your media agenda

You May Need a New Agreement, Not a New Agency. Business priorities change. So do the tasks, capabilities and advice you need from your agency. That does not necessarily mean the relationship is failing. But the scope, responsibilities and remuneration may no longer reflect what the business needs. Leegaard Media Advisory helps clarify what should change and whether the right next step is to strengthen the relationship, renegotiate the agreement or run a pitch.

Agency Relationship Fitness Check

Keep the Relationship as Intended.

The agreement is signed. Then everyday work takes over.

New priorities shift the division of responsibilities. Each change may make sense, but together they can move the relationship away from what both sides originally intended.

In a focused, fitness check LMA looks at whether the agency team, scope and ways of working still support what the relationship needs to deliver.

It gives both sides room to discuss what works, what gets in the way and what should change.

The aim is not to find faults. It is to create a stronger relationship that delivers better results.

Media Agency Pitch

A Good Pitch Starts Before the Agencies Receive the Brief.

What needs to change? What should the future agency deliver? And what capabilities will matter most?

These questions should be answered before the pitch begins.

LMA supports the process from internal preparation and brief development through agency evaluation, media pricing, remuneration, contract negotiation and transition.

The aim is not simply to select an agency. It is to agree how the relationship should work, what it should deliver and how success will be measured.

Contracts & Remuneration

It is About More Than the Fee.

What should the agency deliver? With which people and capabilities? What should your own team handle? And how should the agency be paid?

A new contract or a renegotiation should bring those decisions together.

LMA reviews and negotiates scopes of work, remuneration, staffing commitments, incentives, transparency requirements and commercial terms.

The work includes identifying the key drives in the contract, if changes should be considered and if improvements can be made, alongside legal advisers where required.

The objective is clear alignment between the work required, the responsibilities and the payment.

Take Control of Your Media SetUp Know where the money goes

Media Transparency & Performance

Do you know what your agency earns, how your media is bought and whether price and quality commitments are met?

LMA helps advertisers assess agency earnings, mark-ups, trading models, technology costs and delivery against contractual commitments.

The review connects the agreement with actual delivery: what was promised, what is delivered and what must be addressed.

The purpose is not more reporting. It is a clear basis for decisions and follow-up.

Media Operating Model

Which responsibilities belong with the internal team, and which are better handled by the agency or specialist partners?

LMA helps define the division of work, the decisions each party owns and how teams work together.

That may involve bringing selected capabilities in-house, changing the agency’s role or simply making existing responsibilities clearer.

The result should be a set-up that works in practice, not just on an organisation chart.

Independent Senior Advice

Experience on the Advertiser’s side

  • Most advertisers run a media agency pitch once every few years. Managing the agency afterwards is one responsibility among many for busy marketing or procurement teams.
  • Agencies pitch, negotiate and manage client relationships every day.
  • Leegaard Media Advisory brings that experience to the advertiser’s side of the table.
  • Founded by Peter Leegaard, LMA draws on senior experience across media agencies, media owner side as well as media advisory side running a Nordic consultancy.
  • That background provides an understanding of how agencies operate, how the media market works and where advertisers need clarity.

Assignments range from focused relationship and contract reviews to Nordic agency pitches and media operating model projects.

The work is led by Peter Leegaard, with no commercial relationships with the agencies being assessed.

Based in Copenhagen and working across the Nordics in Danish, Swedish, Norwegian and English.

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