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.

Relationship Fitness Check

Keep the Agency Relationship Working as Intended.

Priorities change. Tasks are added. People move on.

A focused, independent fitness check assesses whether the agency team, scope and ways of working still support what the advertiser needs.

It gives both sides a clear basis for agreeing what should change. Not to find faults, but to strengthen the collaboration and improve results.

Media Agency Pitch

A Good Pitch Starts Before the Agencies Receive the Brief.

What needs to change, and what should the next agency deliver?

LMA manages the process from internal preparation and brief development through agency evaluation, commercial negotiations and transition.

The aim is not simply to select an agency, but to agree the scope, terms and ways of working that will make the relationship succeed.

Contracts & Remuneration

It is About More Than the Fee.

What should the agency deliver, who should do the work and how should it be paid?

LMA reviews and negotiates scope, remuneration, staffing commitments, incentives and transparency requirements, alongside legal advisers where needed.

Whether it is a new agreement or a renegotiation, the aim is the same: bring tasks, responsibilities and payment into line.

Take Control of Your Media Set-Up

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 ownership and independent advisory, including leadership of a Nordic media 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 local or 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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