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The Bigger Question Agency

December19 is The Bigger Question Agency: an independent media planning and buying agency in London. We interrogate the brief before we build the plan, connecting media strategy to business outcomes rather than just cheaper rates. Asking whether B2C thinking could work in B2B grew Xero's market share 85% and returned a £4.07 long-term ROI - winning the 2025 Thinkbox TV Planning Grand Prix. IPA Effectiveness accredited.

  • Min project size
    Undisclosed
  • Hourly rate
    Undisclosed
  • Employees
    10 - 49
  • Locations
    London , England
  • Year founded
    Founded 2010

1 Locations

  • London , England

Service Lines
Advertising
50%
Media Planning & Buying
50%

No Focus Areas have been added yet…

Industries
Consumer products & services
45%
Hospitality & leisure
45%
Education
10%
Clients

No Clients have been added yet…

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Our Story

Most agencies ask how to optimise your campaigns. We ask whether you're solving the right problem. December19 was founded on 19 December 2010 by Dan Pimm and Dave Barnett, out of frustration with an industry where trading deals dictated media strategy. They built the alternative: independent, transparent, and willing to challenge a brief rather than just take it. Today we're The Bigger Question Agency. Our mission is to deliver competitive advantage through strategic interrogation — asking the

What Sets Us Apart

We interrogate the brief before we plan it

Most agencies ask how to optimise your campaigns. We ask whether you're solving the right problem. Every engagement starts with the bigger question underneath the brief, because the biggest gains rarely come from optimising a plan aimed at the wrong target.

Independent since 2010. No network targets.

We were founded out of frustration with backroom deals and trading targets dictating media strategy. We're independently owned, so your budget answers to your business, not a holding company's balance sheet. Transparent buying is our floor, not our headline.

IPA Effectiveness accredited

Briefs start with how marketing ladders into your business objectives, not which channels are available. Where possible we build independent measurement into the retainer, so what we recommend isn't shaped by what we earn on it.

Quick Facts

16 years in business

Team Breakdown

Insight (4)
Strategy (4)
Planning (4)
Buying (4) +1 Teams

Tools and Technology

Microsoft Teams
Google Meet
Slack

Commonly Asked Questions

We report on what was achieved, not just what was delivered. Every brief starts by agreeing how marketing ladders into your business objectives and how we'll measure it, so reporting is judged against those metrics. If something didn't work, we'll tell you why rather than spin it.

We won't quote you a number we can't stand behind. What we can show is Xero: a £2.11 gross profit ROI that grew to £4.07 long term, 85% market share growth and 1m subscribers seven months early. We're IPA Effectiveness accredited and set ROI targets per client, not as a promise.

B2B brands who want media held to a business outcome. Two shapes fit us best: brands spending £1m+ a year that need board-level proof of effectiveness, and scale-ups on £250k-£1m who want senior thinking without a network structure around it. Brand-building briefs especially.

Yes, and that's the point. We interrogate the assumption underneath a brief before we plan against it. For Xero that meant asking why fight for the 5% of SMEs in-market when you could own the other 95%. If you want an agency that says yes to everything, we're the wrong fit.

B2B and governing bodies, finance, health and education, charities and government, FMCG and CPG, and travel and luxury destinations. Our deepest proof is in complex B2B categories, where long buying cycles make the case for brand-building hardest to argue and most valuable to win.

Locations (1)

Clerkenwell Workshops, CS.514, 27-31 Clerkenwell Close, London London , England EC1R 0AT

21 - 30

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