In an industry full of trend-influencing ideologies, it’s rare for something truly game-changing to come along. Kingdom Agency is just that. A through-the-line advertising hot shop that ticks all the must-have insights/strategy/creativity boxes but, beyond that, they’re committed to making it all matter.
Just 6 months in and Kingdom already have proof of concept, having won major account SEEFF in a 3-way pitch against top-tier agency giants. A proverbial David and Goliath story, where lateral approaches saw the little guys come out victorious. In executing the campaign that won them the business, Kingdom brought to life an integrated narrative that captures the hearts and imaginations of ordinary people.
“Home is Our Story” is a hopeful and uplifting concept that turns the lens around involving both everyday people and internal personnel. Best of all, the stories and the people are real and the sentiment is sincere. What made the campaign so revolutionary is that it centres on authentic South African moments that we can all identify with and moves away from agents or real estate, which is where the industry has previously positioned themselves. Because Kingdom had identified that a true philosophical change needed to begin internally, they included a 6-week internal programme for SEEFF designed to shift behaviour and improve the way each member of the company impacts the brand.
You may be wondering what place good values have in modern-day marketing. Kingdom Agency would argue quite a lot. And, it turns out that they share this vision with great brands and brand-builders, as they continue to attract other big clients like HRG Rennies Travel, who share their belief that advertising with a conscience really can positively impact the world. This is all evident in the beautiful HRG Rennies Purpose advert, and this beautiful content created for a beach clean-up in India with Lewis Pugh.
For Kingdom founders, Herman Wallis and Donna Mathews, it’s all about integrity. Championing the humanity of consumers and the true potential of humankind. A triple-win perspective on People, Planet and Profit. Not just for the sake of ticking the Corporate Social Responsibility boxes but because it’s what we all should be doing. Using communication and advertising as vehicle to do good, improve lives and change perceptions.
What makes Kingdom so different is that their real emphasis is on re-imagining everyday advertising as a way to create change. They are genuine about this, treating each and every brief as an opportunity to do good work for the greater good.
Traditional wisdom says it takes 1000 days to build a business. Kingdom Agency has shown that it takes only 100 days to build an ideal. By staying true to their beliefs, Kingdom keeps achieving the impossible and creating empathetic and engaging marketing programmes that ripple outwards through society. Rethink the way you approach advertising in 2017 and expect to hear lots about Kingdom Agency.
www.kingdomagency.co.za
