Joel Williams

I’ve been incredibly fortunate to co-found and build Transact Media Group (TMG) alongside some true industry titans — and to partner with some of the biggest players in the market.

While everyone naturally chases the biggest deals and logos, one of the biggest lessons I’ve learned over the past 12 months is the power of going deep on strategic partnerships. I touch on a few of these in the podcast clip, but the reality is simple: without these people, our business wouldn’t be what it is today.

Doing strategic partnerships properly is one of the biggest hacks in business. 

You surround yourself with C-suite leaders and VPs at hungry, ambitious businesses. You test, you learn, and you build — and in the process, you become a far better all-round operator. I don’t need to name names; those people know who they are.

Feeling genuinely privileged to be building something truly game-changing for the market — and even more excited to show up every day and work on it.

We believe we’ve built a product for everyone.
Grow with us.

2026 already feels different. 

January was a sprint across tech and sales — and I’m proud to say we’re now trading globally. We finalised Canada over the weekend, which complements our US and Brazil algorithms across the Americas, nicely — a moment of real serendipity - as we head into our next growth chapter.

We’re now live in 27 markets:
Australia, Austria, Belgium, Brazil, Canada, Czech Republic, Denmark, Finland, Germany, Greece, Ireland, Italy, Japan, Malaysia, Netherlands, New Zealand, Norway, Poland, Portugal, Romania, Singapore, Spain, Sweden, UAE, KSA, UK and the US.

I also turned 29 in January, and I’ve never felt hungrier to push myself further before my 30th birthday. As someone who has never taken the easy route, I can safely say that this year will be the biggest yet. 

This is why 700+ advertisers have already registered for Transact Media Group (TMG) Business Manager. With 45+ integrations complete, it takes just three clicks to get started for outcome based marketing or data activations. 

Our mission is clear, we believe using historic transactional data will impact your future transactions and lead to enhanced business results. 

The problems we are solving for our brand & agency partners:
﻿
1. Improve campaign performance – Leveraging transactional data to optimise social and programmatic media campaigns.
2. Business outcome marketing – Running fixed cost-per-sale or outcome-based campaigns to acquire new or engage existing customers across display, video, connected TV, YouTube, and podcasts.
3. Measure real impact – Tracking how connected TV (CTV) marketing actually drives purchases, not just impressions.
4. Repurpose creative content – Working with content creators to turn Meta and TikTok content into high-performing programmatic ads, matched directly to transactional data sets.

I’m excited to welcome Mike and Debbie as we scale our North America go-to-market.

Huge thanks to the team - this show is only just getting started, I’m honoured to lead this business forward. 

Thank you for all your continued support.

Really appreciate Campaign UK for the coverage and for taking the time to tell the Transact Media Group (TMG) story.

2025 was a defining year for Transact Media Group — contributing to $50m+ GMV for partners, scaling our team significantly, and seeing 700+ brands commit to campaigns through TMG Business Manager. Most importantly, it validated our belief that performance marketing needs to be built around outcomes, not proxies.

As our Chairman Barry Cupples put it in the piece:
 “Outcome-based media isn’t a trend — it’s a correction. When incentives are aligned, growth follows.”

That philosophy underpins everything we’re building — from launching Programmatic and Google Shopping on a straight CPA basis, to expanding across Europe, APAC, the Middle East, and into the U.S. in 2026.

Thanks to our partners, clients, and the TMG team for the trust and collaboration. The focus now is on scaling responsibly and continuing to deliver real commercial results.

Read more below. Onwards 🚀

Open article: Transact Media Group Eyes 2026 U.S Expansion After Driving $50M GMV for Partners by campaignlive.co.uk

Transact Media Group Eyes 2026 U.S Expansion After Driving $50M GMV for Partners

Media. Data. Commerce. Connected By Transactions.

Tonight, I must start packing my suitcase for Affiliate Summit West, in Las Vegas.

📅 11th–14th January 2026 – Networking, exploring affiliate opportunities, and catching up with partners in tech and e-commerce.

After the summit, we’re heading to New York 🗽 to meet clients, agencies, and brands — showing how Transact Media Group (TMG) helps turn marketing into real business outcomes:

✨ Transact Signals – audience targeting powered our exclusive transaction-level data algorithm
 📺 Programmatic & CTV Activation – measurable campaign performance
 🛒 Consumer Platforms – generating demand and driving commerce

I’ll be traveling with my Co-Founder and good friend, Adam Wilmshurst, and we’re amazed — 55+ meetings booked next week! 

Can’t wait to connect, collaborate, and spark some exciting partnerships. The US is a very important market for us this year, building on a strong foundation laid last year.

🏴‍☠️ 🚀 🇺🇸

For those who know me, you’ll be aware of my passion for Wales and business — so I’m really excited to be taking to the stage with my good friend, Gareth Lewis!

On Thursday 19 February, as part of Wales Week / London, I’ll be hosting a thought-provoking lunchtime lecture at Transact Media Group (TMG) HQ, 100 Bishopsgate, in partnership with Vivid Financial Planning.

Why (Welsh) Businesses Need To Think Global

We’ll explore how data, marketing, and growth can become your core profit engine, including:

1. How data can unlock better decision-making and fuel profitable growth
2. Why marketing should be treated as a strategic growth engine, not a cost
3. What Welsh businesses need to do differently to compete on a global stage
4. Practical lessons from organisations successfully scaling beyond borders
5. This session is designed for founders, directors, and senior leaders looking to future-proof their business and maximise long-term value — whether you’re already operating internationally or preparing for the next stage of growth.

Time: 1:00pm – 2:00pm
Format: Lunchtime lecture & discussion

Register below and join us for an engaging session on thinking bigger, growing smarter, and taking Welsh businesses global! - https://lnkd.in/ehrQrMtx

Thanks for the opportunity Mike Jordan & Dan Langford OBE.

https://lnkd.in/e2NkNAbz

Open article: Why (Welsh) Businesses Need To Think Global by walesweek.london

Why (Welsh) Businesses Need To Think Global

It was great to feature in this episode.

Happy New Year all.

View company: London School of DIGITAL BUSINESS

Marketing looks very different when results, not dashboards, are the scoreboard. In this GPIS episode, Sachin Parekh sits down with Joel Williams, Founder of Transact Media Group (TMG) Group, to unpack what happens when marketing is tied directly to real transactions, real revenue, and real accountability. 

Joel shares how he scaled fast by rejecting vanity metrics, betting on outcome-driven execution, and building systems where performance can actually be proven. 

It’s a sharp, no-nonsense conversation about incrementality, guaranteed results, and why the future of marketing belongs to those who are willing to be measured where it truly counts.

YouTube: https://lnkd.in/d2qBq3dT
YouTube Music: https://lnkd.in/dBg3kHxT
Spotify: https://lnkd.in/d5bNgdux

#GPISSeason2 #MarketingLeadership #PerformanceMarketing #RevenueDriven #OutcomeFirst #B2BMarketing #MarketingAccountability #RealResults #GrowthStrategy #LSDBUK

A big week in the US, spending time with some of the world’s largest brands and agencies.

We’re building deep, strategic partnerships that will significantly accelerate our growth in the market.

This week, it’s back to execution across our other regions — launching a truly company-changing deal and continuing to scale our new products.

We also had a lot of fun filming the below podcast with Tash Courtenay-Smith — check this out ..highlighting a snippet of some of that growth. More PR announcements are coming soon, along with our newly launched Transact Media Group (TMG) Business Manager.

I almost, can’t keep up with our own pace, but we keep putting one foot in front of the other.

Our mission is clear - using transactional-based data to drive meaningful business outcomes from media, not just surface-level metrics.

Striding onwards, Joel 🚀 

https://lnkd.in/e5TupqrH

Open video: Why Performance Marketing Is Being Rebuilt Around Transactions | Tash Insights on youtube.com

Why Performance Marketing Is Being Rebuilt Around Transactions | Tash Insights

A lovely way to wake up to a PR push about our offering in the Middle East this morning from the US.

Humbled by our next phase of growth.

Onwards 🚀 😎

Transact Media Group (TMG) and InMotion have launched Transact Data, a new off-the-shelf transactional insights product giving brands across the Middle East access to scalable, privacy-safe behavioural signals.

The product also includes off-the-shelf private marketplaces (PMPs), giving agencies fully packaged, commerce-driven private marketplace deals ready for immediate activation.

“Brands need real, actionable consumer signals — not guesswork,” said Joel Williams, CEO, TMG. “Transact Data delivers exactly that."

Read the full article here:
https://lnkd.in/g3fj49-N

Open article: TMG, InMotion bring off-the-shelf transactional signals to marketers with ‘Transact Data’ - Campaign Middle East by campaignme.com

TMG, InMotion bring off-the-shelf transactional signals to marketers with ‘Transact Data’ - Campaign Middle East

Founder, Tash Partners | Fractional Growth & CMO Leadership | Growth Infrastructure & Content Systems

A lot can happen in 12 months... just ask Joel Williams and Adam Wilmshurst.

Almost a year after we caught up in the podcast studio to chat about the start of Transact Media Group (TMG), we were back in the studio to reflect on a period that has seen TMG go from 10-15 early client wins to:

✅ Being active in 30+ territories
✅ Running campaigns across Europe, APAC, the Middle East and the Americas
✅ Partnering with some of the most sophisticated brands and agencies in the world – including Mastercard

I'm also explaining why the marketing funnel is no longer a funnel... it's a sieve (with thanks to my good friend Charles Denton for an outstanding metaphor!)

#tashinsights #dtcinsights #ecombrands #femalefounders #newsletter

If you’re free on Wednesday night, I’ll be speaking at empowHER In the Making: Build, Break & Rebuild at The Little Violet Door in London. Nicole Harv

Open article: What a difference a year makes... by Tash Courtenay-Smith • 9 min read

Founder @Social Hit | TikTok Agency | Producing the best TikTok content and turboboosting performance with TikTok ads 🚀| Average ROI increase of 67% by using Socialhit content.

🚀 We Help 8/9+ Figure Brands Win on TikTok

If you’re a 8/9+-figure business owner struggling with TikTok, chances are you’re facing one (or more) of these problems:

1️⃣ Your TikTok Ads aren’t outperforming Meta.
2️⃣ You’re not producing quality, on-brand TikTok content at scale.
3️⃣ You are creating content—but it’s not converting into organic revenue.

We solve all three. Effortlessly.

💡 Proven Results

J — 180M+ TikTok impressions in Month 1

PG — £5M in Paid Ads Revenue in 90 days

CS — £15M+ Revenue from UGC in Q2 2025

SC — +400K TikTok followers in just 3 months

Countless other brands — dominating TikTok organically & through paid

To date, we’ve produced 120,000+ pieces of UGC for TikTok.
One single piece generated £130M+ in revenue, with many others surpassing £100K+ each.

Barney Brown

My 2026 Easy guide on how to outsmart the TikTok algorithm. 

It’s a machine built to keep you hooked🪝

Always: 

1, Ensure that you have a minimum comments/Impressions ratio KPI.
I have put this number 1 for a reason. Take the hint.

2, Use the Repost Button Strategically to Boost engagement when needed.

3. Keep videos short and punchy 

4, 100% View through on Ads is a Key metric in Manipultaing the Algo.  Point 3 will assist.

5, Loop the video ( Video should loop seemlessly). The result = Average View through of 200/300% which results in ROI + = ££££££££££

6, Grab Attention first 0.3 seconds of video. (Obvious lots of brands still dont understand this ... )

7, Dont use trending sounds and videos. Use Sounds and videos that are about to Trend.

8, Add Captions where required. ROAS on our Ads with captions perform 12% better than without.

9 Dont overload Hashtags. You will be penalised.

10, Have fun and experiment.
 
Bonus: Consistency wins. 
The more you post, the more signals you give TikTok to deliver your content to the right audience.

If growth is the goal, treat every video as an experiment. The algorithm favors creators/Ads who learn fast, adapt smarter, and show up daily. 

Stay sharp. Stay creative. Outsmart the system


If you’re ready to win on TikTok, let’s talk.


#tiktokads #adtargeting #tiktok #paidads

We Know Social 🐐

Barney  Brown

SCALING BRANDS ON TIKTOK WITHOUT DISCOUNTS ...... Founder @Social Hit | TikTok Agency | Premium TikTok content 🚀 TikTok ads 🚀| Average ROI increase of 67% by using Socialhit content. Last Click SUCKS 👎🏼

TikTok Ads are now ~40% cheaper than Meta 💰


But only for brands that play by TikTok’s rules.

Here’s what separates the winners from everyone else 👇
1️⃣ Consistent Spend
 TikTok rewards stability. Stop-start budgets get punished.

2️⃣ Relentless Creative Testing
 Top brands ship new creatives every week. Learn fast. Scale what hits.

3️⃣ TikTok-First, Not Meta-Recycled
 What works on Meta flops here. Native content wins—trends, music, creators.

4️⃣ Engagement Fuels Conversion
 Users spend 120 mins/day on TikTok. Nail the creative and CTRs explode.

5️⃣ Ads People Actually Remember
 TikTok Ad Recall is 1.5x higher than other platforms.

6️⃣ Smarter Targeting
 TikTok’s ML processes 1.6B data points daily to find buyers at the right moment.

7️⃣ Lower CPMs, Higher Returns
 More attention. Less cost. Better efficiency.

8️⃣ Creative Is King 👑
 Fast cuts, bold hooks, authentic stories > polished brand ads.

9️⃣ Community Builds Trust
 Brands that reply, engage, and collaborate with creators win long-term.

🔟 Data-Driven Daily Optimisation
 The best brands track everything—and optimise every single day.

TikTok isn’t just another ad channel.
 It’s how modern brands are built, scaled, and remembered.

We Know Social 🐐

 We build brands with creator marketing and scale them with paid social.
🚀 2026 spots are open for brands ready to win on TikTok.
#TikTokMarketing #TikTokAds #PaidSocial #CreatorMarketing #Ecommerce #TikTokShop

🚀 WE’RE HIRING ELITE TALENT: Lead the Next Wave of Fashion & Beauty on TikTok

We’re Social Hit, a creative-led TikTok agency working with thousands of creators every week - and we’re scaling fast. We're on the lookout for passionate, TikTok-savvy individuals to join our team across several exciting roles.

We are entering a massive growth phase with high-profile global launches confirmed for April/May. To execute this, we aren't just looking for staff; we are looking for The Best of the Best.

If you live and breathe Fashion, Beauty, and TikTok, and you're ready to lead strategy for the industry's biggest names, we have a seat at the table for you.

We are actively recruiting for three Senior Leadership roles:

🛍️ Head of TikTok Shop

The Mission: You are the commercial engine. You understand the psychology behind a purchase and the mechanics of the Shop ecosystem.

You Have: Proven experience scaling TikTok Shop operations, managing high-volume affiliate programs, and driving GMV. You know how to turn views into sales for major beauty and fashion labels.

🤝 Head of Client Services

The Mission: You are the bridge between big brands and viral execution. You will  ensure our partners are obsessed with our work.

You Have: A strategic mind and a calm hand. You’ve managed agency teams, handled high-pressure launches, and know how to translate client goals into award-winning social strategies.

🧪 Head of Digital Experiments

The Mission: You are the innovator. While others follow trends, you predict them. You will test beta features, new formats, and growth hacks before anyone else.

You Have: A data-driven mindset mixed with creative chaos. You love testing theories, breaking the algorithm, and finding the "next big thing" for our fashion clients.

✨ The Social Hit Difference

We don’t just do social - we live it.
We’ve built and scaled brands through smart creator partnerships and performance-driven paid social strategies. If you want to be part of a team that
gets TikTok and is always one step ahead of the algorithm, this is your moment.

📩 How to Apply:
Shoot us a message with a quick intro about yourself and the role you’re interested in. Or tag someone you think would be perfect for the team

"LAST CLICK SUCKS." 👀 
 

#WeKnowSocial 

We’ve got availability for 2026 brand campaigns - if you’re serious about TikTok Shop growth, let’s talk.


#tiktokshop #tiktokmarketing #tiktokads #tiktokagency

🛑 STOP WORKING WITH INFLUENCERS 🛑 
 
 Start working with real people. 

Reposting a Post from 6 months ago but this is even more relevant today than it was then. Comment your non negotiables  when working with creators/influencers. 

Here’s why it matters in 2026. The age of the influencer is over. Brands are shifting their focus to micro-creators - real people with real jobs, who create content part-time. 

This shift is not a trend. It’s a movement. In the last 6 months, micro-creators on TikTok with full-time or part-time jobs have more than doubled in popularity. Audiences crave authenticity. They want to see people like themselves, not someone living a life of endless vacations and coffee dates. 

The truth is simple:
 ↳ Most people can’t relate to full-time influencers. 
↳ They trust creators who share their daily struggles and wins.
 ↳ They want content that feels real, not staged. 

Here’s what you get when you work with micro-creators: 

1. Authenticity
 ↳ Micro-creators are genuine. Their opinions are honest. Audiences trust them, and that trust drives results. 

2. Better ROI 
↳ Investing in 1,000 smaller creators beats paying one influencer with 10 million followers. You reach more people, for less money, with better engagement. 
3. Higher Quality Content 
↳ These creators work hard. They care about their craft. Their content is fresh, relatable, and connects with your audience. 

4. Brand Safety
 ↳ Micro-creators are low risk. Scandals are rare. Your brand stays safe and your reputation grows.

 5. Real Results 
↳ Relatable creators know how to convert. Their content drives action, not just likes. You see real sales, not just vanity metrics. 

6. Deeper Engagement 
↳ Smaller creators talk to their followers. They answer comments. They build real communities. Your brand becomes part of that conversation. 

7. Long-Term Growth
 ↳ When you invest in real people, you build lasting relationships. Your brand grows with them, not just for a single campaign. The influencer era is fading. The future belongs to real people, sharing real stories. If you want your brand to win, work with micro-creators. Tap into authenticity. Maximise your impact. Leave the influencer drama behind. This is the new way forward.

'LAST CLICK SUCKS' 💬 👀 


#tiktokmarketing 
#tiktokads 
#tiktokagency


'We Know Social' 🐐 
We have a proven track record of building brands through comprehensive creator marketing strategies and then scaling through paid social adverts.

Currently have availability in Q1 2026 for brands looking to win on TikTok

5 reasons your TikTok ads aren’t as cheap as your Meta ads 💸 👀 

TikTok ads should be outperforming Meta.
Higher engagement. Stronger brand recall. Conversion rates that raise the bar.

Yet for most brands, TikTok ends up being more expensive-and more frustrating.

Why? Because TikTok isn’t Meta, and running the same strategies simply doesn’t work.

Here’s what’s holding your TikTok ads back 👇 

When done right, TikTok ads shouldn’t just compete with Meta…
they should completely outperform it 🚀 

#TikTokAds #PaidAdStrategy #TikTokMarketing #TikTokPartnerAgency

'We Know Social' 🐐 

 We have a proven track record of building brands through comprehensive creator marketing strategies and then scaling through paid social adverts.

Why TikTok ads are breaking the bank

🚀 +18% CTR. +12.2% CVR. + 16% ROAS. Same ad spend. How to win on TikTok in 2026.

No Discounts used.

How we improved TikTok ad performance without increasing budget:

• Scroll-stopping hooks in the first 0.5 seconds
 • Product/service-first storytelling (logo at the end, not the start)
 • More creative in rotation = less ad fatigue
 • UGC-first ads that blend into the feed
 • Ad → landing page message match
 • Local creators for local markets
 • Creative refresh every 8 days (5 days in the US)

Takeaway:
 If performance plateaus, it’s not a spend problem — it’s a creative problem.

#TikTokAds #TikTokMarketing #PaidSocial

We Know Social 🐐
Limited 2026 Q2 availability for brands ready to win on TikTok 🥊

Attention spans have SHRUNK by 33.8% — and your TikTok content is paying the price 📉😰

The average human attention span is now 8.2 seconds.

That’s 4.2 seconds less than it was in 2000.

Let that sink in.

This is exactly why the first few seconds of your content matter more than ever.
If your videos aren’t getting the engagement you want, don’t blame the algorithm—check the fundamentals first 👇

🚀 Strong on-screen text
 Use “You” or “I” to instantly relate to your audience. Keep your hook visible for at least 1.6 seconds before it disappears.

🚀 Stay trend-aware
 What’s going viral right now? More importantly—how can you adapt it to your brand authentically?

🚀 High-quality visuals
 We all have professional-grade cameras in our pockets. There’s no excuse for blurry, pixelated, or stretched footage.

🚀 Clear call to action
 Short. Sharp. Intentional. If “Shop now” feels too salesy, weave the CTA into your voiceover instead.

🚀 Sound matters
 Trending sounds are still one of the fastest ways to boost reach. Do your research—and always make sure they’re commercially friendly.

🚀 Trigger emotion
 Humans react emotionally first. Whether it’s humour, relatability, or empathy—feeling drives engagement.

🚀 Correct aspect ratio
 Fill the frame. anything else hurts performance.

🚀 Sound matters
It really matters, so I added it twice. TikTok is a sound on platform.

Nail these basics, and watch your impressions go 📈

Comment what your doing to combat this shift.

#tiktokmarketing #tiktokagency #tiktok

P.S. We Know Social 🐐

 We build brands through comprehensive creator marketing strategies—then scale the winners with paid social.
📅 Currently taking on brands ready to win on TikTok 🥊

Does your TikTok content elevate your Brand? 🤔 

If you are selling luxury, you cannot afford to rely on low-quality UGC.

While raw content has its place, it often leads to a disconnect: Your product is premium. Your marketing looks budget. 

The fix is Premium UGC ✅ 

It is the sweet spot where relatability meets aspiration.

👀 Visuals: Crisp, well-lit, and on-brand.
📖 Narrative: Polished storytelling that hooks the viewer.
👏 Result: High engagement without brand dilution.

At Social Hit, we know that performance marketing shouldn't come at the cost of brand reputation, and more importantly discounting.

We are have availability for brands looking to win on TikTok in 2026

If you are a brand looking to scale paid social without sacrificing your aesthetic, we should speak.

Comment what you deem the most important Factor when producing Content that sells full Price Products. 


#luxuryretail #marketing #tiktokstrategy #premium #tiktokmarketing

taplio

The Battle

Joel Williams

Barney Brown

Followers

Posts

Engagements

Likes

Performance ScoreJoel Williams's LinkedIn Performance

Performance ScoreBarney Brown's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Joel Williams

Barney Brown

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Joel Williams's LinkedIn Performance

Performance ScoreBarney Brown's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreJoel Williams's LinkedIn Performance