As originally featured in Campaign
Online pharmacy MedExpress has appointed UK independent shop The Kite Factory as its first media planning and buying agency.
The appointment follows a competitive pitch against four other agencies and comes ahead of the brand’s first above-the-line ad campaign.
The Kite Factory’s brief is to deliver a test-and-learn programme across TV, audio, out of home and digital to discover the most effective channels, creative formats and messaging for driving awareness, credibility and customer acquisition. This programme will inform a full-scale campaign launch in 2026. Creative will be developed by design studio Pentagram.
Helen Pomphrey, head of brand at MedExpress, said: “This is a pivotal moment for MedExpress as we evolve from a trusted digital pharmacy into a household health brand. The Kite Factory impressed us with their strategic thinking, test-and-learn approach, and ability to balance brand building with performance. We’re excited to have them on board for this next chapter.”
MedExpress is part of health tech company HeliosX. It was founded in the UK in 2013 and is a regulated pharmacy that gives people the ability to order a range of different treatments online including weight loss and sexual support medication.
Anthony Abou-Zeid, managing partner, The Kite Factory, said: “MedExpress sits at the intersection of health innovation and consumer trust – one of the most exciting spaces in the market right now. Their ambition to redefine healthcare, making quality healthcare ubiquitous to all who need it, aligns perfectly with our mission to create media that moves people. As a collective, we will create a blueprint to scale MedExpress’s reach, reputation and impact, building on the brand’s strong foundations.”
The Kite Factory has undergone a change in leadership this year as former chief executive James Smith stepped down in October. In Smith’s place, the agency has appointed chief operating officer Kyle Seeley and chief commercial officer Jonathan Leech as co-CEOs.
Seely said working MedExpress “feels like a natural fit” for the agency as the brand’s ambition matches its focus on “creating media campaigns that help brands grow with confidence”.
He added: “Together we will build on the strong platform they have already created, sharpening how the brand shows up for customers and scaling both reach and impact in their next phase.”