Loading...
Loading...

DAC

London https://www.dacgroup.com/en-gb/

Disciplines

  • Digital Media Planning and Buying
  • Media planning & buying
  • Search
  • Social

About

DAC is a forward thinking, full-funnel marketing agency with a focus on performance marketing & local optimisation.

Founded in 1972, we became a leader in directory advertising, connecting businesses with customers through strategic placements in print.

In 1999, we shifted from print to search engines, this marked the beginning of what we call “Brand-to-Local marketing”.

Brand-to-Local marketing means tailored marketing at national, regional & hyper-local levels. We do this for Boots, David Lloyd, B&Q, Estee Lauder, Vision Express, Uniqlo & Belron; driving traffic, enquiries, leads, phone calls, footfall and sales & revenue.

We’re now an award-winning team in 13 offices in the UK, Europe, Canada & US. Nominated for 25 awards in 2024 and winning 12, including ‘Best Lead Gen Campaign’ at the UK Performance Marketing Awards, and ‘Agency of the Year’ & ‘Integrated Search Agency of the Year’ at the US Agency Awards.

We support the broad needs of today’s brands, encompassing Paid Search, SEO, Social, CTV, OOH, Content, UX, Analytics & Technology - each plays a key part in our holistic approach.

Digital media is 30% of our services, focusing on creating impactful advertising campaigns that drive engagement and conversion.

Our SEO, content strategy & UX form 25%, ensuring that our clients' digital presence is not only visible but also engaging & user-friendly.

Creative is also 25%, designed to enhance brand presence & customer engagement.

Analytics is 20%, equipping clients with data-driven insights to inform strategic decision-making and to optimise performance.

We’re independent, so operate with agility, transparency & prioritise client needs. We place great importance on in-house delivery, maintaining control and consistency across our offerings.

Our average key client tenure is 9 years & our Net Promoter Score of 93. We are proud to be a trusted partner for our clients and align our goals with theirs to drive significant businessPlease complete

Connect

People

Insights
View Insight
Insights

Temu and Shein in 2026: How their stop-start spend is reshaping ad auctions (and what media buyers should do)

Temu and Shein’s fluctuating ad spend is driving volatility in digital ad auctions in 2026, especially on Google and Meta. Their sudden shifts impact costs and performance, often misleading advertisers. The blog highlights the need for media buyers to recognise these external factors and adopt more data-led, strategic approaches to avoid misinterpreting results.
View Insight
Insights

AI is changing the search game, but paid still wins the last click

The way people search is undergoing a quiet but profound transformation. Until recently, the typical user journey started with a search engine, followed a path of blue links, and eventually landed on a product page or brand website. But with the rise of generative AI, particularly large language models (LLMs) like ChatGPT, Google’s AI Overviews, and platforms like Perplexity, users are increasingly beginning their journeys in conversational, exploratory environments.
View Insight
Insights

ChatGPT ads are here: Opportunity, open questions, and what brands should do now

We’ve been watching the ChatGPT story unfold for weeks now, but it’s finally official: ChatGPT ads are here. While this is still an early rollout, the direction is becoming a little clearer. OpenAI has begun testing ads directly inside ChatGPT with first live examples appearing Tuesday February 10 2026, placing sponsored messages within the flow of conversation and aligning them to what users are actively asking about.
View Insight
Insights

What multi-location brands need to know about Local Service Ads

What are Local Service Ads and why do they appear first in search results? LSAs promise premium placement, high-intent leads. But while LSAs may look simple on the surface, scaling them effectively across dozens or hundreds of locations introduces real operational and strategic complexity. Understanding how they work—and how they fit into a broader local strategy—is essential before getting started.
View Insight
Insights

Bridging Brand and Performance Media: Shifting Up-Funnel for Measurable, Enduring Growth

Over the past decade, marketers have built sophisticated, high-precision performance engines. Search, direct response Social, retail media, and remarketing all promise what every CMO wants: immediate, measurable results. The allure is powerful—easy attribution, clean dashboards, and the comforting illusion that every dollar spent drives incremental sales. But increasingly, performance media behaves like a drug. It delivers quick hits, but the long-term effects can be damaging.
View Insight
Insights

Universal Commerce Protocol (UCP): Why your brand needs to speak “AI” fluently

We are moving past the era in which AI only recommends products. From this point on, we’re living in a world in which AI can actually buy products for you. Enter the Universal Commerce Protocol (UCP), a new open standard designed to solve the biggest headache in automated shopping: interoperability. Rather than building custom code for every single storefront, UCP creates a unified way for AI agents, payment services, and retailers to communicate.
View Insight
Insights

SEO success looks different now

Search is undergoing its most significant transformation in decades. Artificial intelligence, particularly large language models (LLMs) and AI-powered search experiences like Google’s AI Overviews, is changing how people discover information, evaluate options, and make decisions. Rather than focusing on theory, this guide provides a practical, step-by-step framework that brands can use to move forward with confidence.
View Insight
Insights

Generative Marketing Intelligence: A new way for innovative brands to drive efficiency and performance

In today’s complex marketing environment, brands are navigating an unprecedented level of change, driven by increasingly diverse audiences, fragmented media ecosystems, rising consumer expectations, and mounting efficiency pressures. At the same time, technology like artificial intelligence is evolving at warp speed. This whitepaper explores how Generative Marketing Intelligence (GMI) helps brands pool together their best data and apply AI to transform marketing strategy.
View Insight
Insights

The DAC Media Playbook: Where Media, AI, and Growth Converge

The Media Playbook distills the biggest shifts transforming modern marketing, from the rise of AI and zero-click discovery to the new role of video, agility, and analytics. Inside, you’ll find real data, case studies, and frameworks to help you evolve your strategy, build smarter media ecosystems, and measure what truly drives growth.
View Insight
Insights

How to use location-based planning to improve media precision and personalisation

Fragmented consumer behaviour, tighter budgets, and rising pressures on marketing to deliver greater revenue impact are creating an increasingly challenging media planning landscape. To understand what’s holding advertisers back and where the opportunity lies, DAC commissioned Forrester Consulting to conduct a 2026 study among B2C marketers to evaluate how zip-code-level consumer cohorts as an audience and media planning strategy can address these challenges.

Events