44 Acquisition International - Business Excellence Awards 2022 Mar22626 Most Client-Focused Marketing Agency - Greater London hat defines The Kite Factory as an agency is its ‘heart’. It holds itself personally accountable to deliver the commercial outcomes that have been promised to clients. This ensures that effectiveness is provided every day, with short-term growth layering up to, and enabling, long-term growth for years to come. Following this is ‘art’; its tools and processes craft the strategies to imagine the effectiveness creation. This leads to ‘science’, the measurement and datasets that allow it to understand how a client’s investment generates net revenue growth and what good looks like. This defines the company’s effectiveness goals. The TKF team is made up of 95 excellent people, spearheaded by CEO, Robin Trust, and Managing Director and TKF-lifer, James Smith, supported by a Senior Leadership Team of 15 including Managing Partner Strategy, Rik Moore; Head of Data & Analytics, Dr Sarah Faust; Managing Partner Digital, Ben Foster; and Head of Search, Niki Grant. TKF might be just shy of three years old, but it was built on a foundation of two decades of performance heritage. Originally MC&C, its previous guise had a formidable reputation as an expert in performance marketing, which appealed massively to the charity sector, with organisations looking to recruit valuable customers, at scale, at the most cost-efficient price. As the agency grew, it broadened its capability to ensure that it could utilise every stage of the customer journey to help drive more effective performance at the bottom. Absorbing Binet & Field’s excellent body of work into what it does as an agency, TKF invested heavily into its people, technology, and processes to ensure that it could credibly engage clients about brand as much as it did about performance and activation. This period of transformation was solidified by its rebrand in 2019 and made it into the business it is today. Robin Trust commented, “We are proud of our heritage and performance and how it remains the fundamental aim of our business. It is what we are good at, and it is what our clients come to us for. However, these days, we take a much wider view of all the elements that can drive campaign performance. This is best evidenced in the processes and products we have created, the clients we attract, and the people we employ.” TKF manages 80 client accounts, with a 50/50 split between charities and commercial clients, with those that are longstanding including WaterAid, David Lloyd Clubs, Lovehoney, Comic Relief, Oxfam, Hyperoptic, and Royal Mail. This blend creates symbiotic benefits between the two sides of the business: 1. As charity budgets are funded by donations, TKFmust be fully accountable and efficient in its spending. W The Kite Factory (TKF) is a medium-sized, proudly independent media agency for ‘brands with big plans’. It enhances reach, reputation, and revenue by giving every client the best in ‘heart’, ‘art’, and ‘science’, which means going the extra mile to understand their world and collaborating to create market-leading strategies, anchored in intelligent data. This resonates well with commercial clients who want an agency to treat their money with all due care and attention, as if it was their own; and 2. Having commercial clients gives TKF fresh perspectives on a host of different sectors, the learnings from which it can bring back to its charity clients to inspire innovation. This combination of diligence and innovation helps further drive performance, and its ideal clients are those who are looking for those qualities. One of many notable client projects completed by TKF includes juxtaposing NASA’s landing on Mars in 2021 with WaterAid’s mission to help the community in Madagascar which isn’t fortunate enough to have access to clean water. Billions are being spent to find water on Mars, but nobody is thirsty there; so, TKF used its media to draw attention to the difference clean water could make in the country. Mass Engagement Director at WaterAid, Johnty Gray said, “At WaterAid, we are always looking for new ways to share stories which communicate a very real need for action. We have embarked on a journey to adapt our advertising, and this campaign is a real step towards that. Working with The Kite Factory and Don’t Panic, we created a campaign we’re really proud of, that got people to take notice and take action.” Ultimately, TKF has poured its ‘heart’, ‘art’, and ‘science’ into growing its clients’ businesses, and into winning new clients for whom it can focus on boosting their performance. This attention to outcomes is why the agency exists, why 2021 was such as stand-out year in its history, and why it has such a bright future ahead of it. Company: The Kite Factory Email: robin.trust@thekitefactorymedia.com Website: www.thekitefactorymedia.com
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