Liz Duff and Jamie Dunlop, joint managing directors at Mediaplus UK, are steering the agency toward a single purpose: unite media, data and creativity with AI at the center. Their aim is practical application rather than theatrical transformation, aligning teams and clients around measurable business impact.
AI: The New Core for Strategic Media
Mediaplus is treating AI as an operational layer that tightens the link between behavioural science and media planning. The agency uses AI to surface faster insights, run smarter optimisation loops and execute more precise activations. That work includes generating synthetic audiences to speed testing, accelerating creative testing cycles and freeing planners from repetitive tasks so they can focus on strategy.
Serviceplan Group’s Silverside capability provides specialist expertise, combining modelling and data engineering to apply behavioural frameworks at scale. The result is an evidence-led approach where AI augments judgement rather than replacing it, and where speed of learning becomes a competitive edge.
Cultivating an AI-First Agency Culture
For Duff and Dunlop AI is not a side project. It is an operating system that requires broad experimentation and deliberate behaviour change. Mediaplus invests in upskilling programmes designed to shift mindsets, not just train on tools. Adoption is measured by whether teams think differently and solve problems faster, not by licence counts or headline tech rollouts.
The MDs are critical of performative transformation. They push for small bets, visible learning loops and leadership that models new ways of working. Culture is shaped through practice: cross-discipline squads, shared success metrics and incentives tied to outcomes.
Partnering for Impact in the AI Era
AI is changing client-agency dynamics toward a decision-partner model. Clients now ask agencies to simplify complexity and own accountable outcomes. That demands integrated thinking across channels, data and creative, plus transparent measurement frameworks that link media activity to business results.
Mediaplus positions itself as a strategic partner that reduces friction and delivers clear trade-offs. By combining behavioural insight with automation and creative iteration, the agency offers compact roadmaps that focus on impact rather than technological spectacle.
In short, Mediaplus UK is building an outcome-led model that treats AI as a practical tool for better decisions, faster learning and tighter integration between media, data and creative. The emphasis is continuous adaptation, measurable change and partnerships built on clarity and accountability.
