MC&C Media, the independent media agency, has changed its name to The Kite Factory as it marks the latest chapter in the most transformative period in its history.
The rebrand comes 18 months after the agency raised £6.6m in investment from private equity house Key Capital Partners, which allowed the business to invest in new talent and services, including the automation of planning and reporting systems, and to expand the business’s international offering. In that time the agency has welcomed over 15 significant new clients.
The agency commissioned branding experts Curious to undertake an extensive industry exploration of the existing perceptions of the business, which informed the new brand positioning. The new identity builds on the agency’s performance heritage and moves focus on ideas anchored in insight: highly creative media campaigns that deliver measurable results. This shift has been overseen by Head of Insight, Strategy and Planning, Rik Moore, who joined from Havas in January 2019.
The agency will continue to tap into its expertise in data and focus on actionable insight underpinned by a new ‘ideas that deliver’ offering. As well as a modern brand purpose to reflect the growing advantage of being an independent agency, this refined strategy has resulted in a series of new business wins including Triodos, the ethical bank and Little Freddie, the premium organic baby food brand.
Robin Trust, CEO of The Kite Factory, said: “While we are immensely proud of our heritage in performance marketing, now is the time to celebrate and encourage a broader emphasis on creating brilliant ideas for our clients.
“The Ideas That Deliver proposition will not be entirely new to our partners, it is something we have been gradually moving towards as the market place and our client base has evolved, validated by 2018 being our best year to date for industry awards.
“However, today marks an important change – The Kite Factory speaks to what we stand for and believe in and is something all of us will own together. I am hereby actively encouraging our people to think – and act – differently. I honestly believe it’s the start of something so exciting for the agency.”
MC&C Media was set up in 2001 by Mike Colling, who stepped down as CEO in September 2018. As it becomes The Kite Factory the agency will move from its home in Gresse Street to 55 New Oxford Street.