Independent agency the7stars has taken the decision to never use principal media, ruling out the controversial yet growing trading model for the benefit of its clients.
“The client has the benefit of full transparency in terms of where the money is being spent, how much money is being spent, and full audit rights,” says Jenny Biggam, Founder & CEO of the7stars. “I think that leads to a more honest and trustworthy relationship between the agency and the client.”
In this interview, Biggam discusses the state of transparency in the advertising ecosystem, the risk of “muddying the cost” of media, and the most egregious sources of non-transparent inventory in the supply chain. Filmed at New Video Frontiers 2026 in London.
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