MC&C rebrands The Kite Factory to focus on 'ideas'

Mike Colling has finally taken his name off the front door of his agency, with the business rebranding The Kite Factory over 18 years after the former WWAV chief launched the firm as Mike Colling & Company.

The rebrand from MC&C Media comes 18 months after the agency raised £6.6m in investment from private equity house Key Capital Partners, which has 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.

The agency claims that it has won over 15 new clients since the investment.

The new identity is designed to build on the agency’s performance heritage and moves focus to 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.

The Kite Factory will continue to be data-driven and focus on actionable insight underpinned by a new ‘ideas that deliver’ offering.

Chief executive Robin Trust 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.”

Colling, who stepped down from the day to day running of the agency in September 2018, continues as “founder” of the business.