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Matt Jones MBE
02//Leadership

Matt Jones MBE

The business is led by Matt Jones MBE, an entrepreneur and agency leader with over twenty years' experience at senior level across the advertising and media industry.

Matt has worked with all major global media owners, served as CMO for one of the UK's fastest-growing motor brands, founded and scaled successful B2C businesses, and built, scaled and exited the UK's fastest-growing independent media agency in 2019.

That experience shapes how we operate today: commercially disciplined, outcome-led, and focused on performance rather than process.

Brief us
03//Our Mission

Removing Inefficiency

We exist to help brands grow by removing inefficiency from media investment.

Too often, media underperforms not because of ambition or creativity, but because value is lost between buying, planning and activation. Trading decisions are disconnected from strategy. Campaigns go live without true accountability. Performance becomes assumed rather than engineered.

R4 was built to change that.

04//Our Model

Trade

We start with trading because economics matter. We buy media at scale, negotiate beyond rate cards and apply market discipline to every pound spent. All volume-based discounts are returned to clients. There are no rebates, no hidden margin and no conflicted incentives.

Plan

Planning follows trading insight. We plan around real audience behaviour, movement and attention, not channel theory. Strategy is shaped by where value exists in the market and how people genuinely interact with media in the real world.

Activate

Activation is where accountability lives. We manage delivery, optimisation and performance end to end, ensuring campaigns perform in market as intended. Activation is not a handover; it is an ongoing responsibility.

Inseparable Disciplines
05//Why it works

Inseparable Disciplines

Because these disciplines are inseparable.

Trading without planning creates waste. Planning without activation creates risk. Activation without commercial control creates leakage. When trade, plan and activate operate as a single system, media becomes a growth engine rather than a cost centre.

That is the difference at R4.

We work with ambitious brands and organisations that value clarity, pace and measurable commercial outcomes. We combine senior leadership, hands-on delivery and deep market knowledge to make media perform under real-world conditions. No bias. No lock-in. Just disciplined media, built to grow brands.

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06//Take Action Now

Bring us the problem
Trade. Plan. Activate.

We work with ambitious brands and organisations that value clarity, pace and measurable commercial outcomes. We combine senior leadership, hands-on delivery and deep market knowledge to make media perform under real-world conditions. No bias. No lock-in. Just disciplined media, built to grow brands.

Get started