Total Media names Kieren Mills new Head of Broadcast


Total Media, the behavioural planning agency, today announces the appointment of Kieren Mills as Head of Broadcast, who will be responsible for driving the agency’s broadcast output and helping clients navigate the transition from linear to a fully-digital marketplace.

Kieren Mills

Mills joins with over 20 years’ experience in the media industry, following successful terms at MEC, Carat and Mostly Media. 

An expert strategist, the new Head of Broadcast has a proven track record for developing award-winning campaigns, and is charged with covering the broadcast output of the agency across TV, OOH, audio, and cinema, and will lead the department’s growth plans, developing both the business and partnership development strategy.

A passion for integrating cutting edge IT systems to drive efficiency in the media planning and buying process, Mills developed the TV planning system at Carat. 

In 2013, he left London and moved to Devon where he headed up Bray Leino’s broadcast media offering, crafting cross-media plans and strategies for challenger brands aimed at increasing market share – working on campaigns for the likes of Thatchers, Brittany Ferries, I Heart Wines, and Freederm.

“We’re delighted to bring Kieren on board”, said Liz Duff, Head of Commercial & Operations for Total Media. 

“His vast experience working with household brands, combined with his tried-and-tested strategic approach is a natural partnership with our behavioural planning focus”.

“He brings a passion for the industry and a deep-lying understanding of the changing media environment to the team – we’re excited for the journey ahead.”

Mills has been responsible for over a billion points of media investment throughout his career and has a breath of experience not only in Broadcast, but in communications planning & brand strategy, recently working as Group Account Director & Chief Strategist at Mostly Media, serving senior clients, owners, and CMOs – providing insights in developing multimedia performance campaigns across a number of platforms. 

Driving rapid growth and a number of client acquisitions, while winning the Alliance of Independent Agencies “Best use of Media 2021” for, last year.

Mills said: “I’m ecstatic about my new role and can’t wait to get started, working with an incredible team and exciting clients. 

“The agency’s behavioural strategy approach is the way forward in terms of understanding the ever-changing media environment. 

“Looking ahead, we’re keen to support the clients and offer insight-led guidance on how to navigate the long road to a fully-digital marketplace, but in the short term we’ll continue our focus on driving client objectives and delivering ads to their target audiences.”