WHOWE ARE,IS WHATWE ARENOT.
We want to disrupt your idea ofan agency.We don’t drive flash cars, throw big parties or takeextended holidays. We are not too big on purpose, whichmeans we are agile. We are humble which means we listen.We are honest which means we won’t hold back on tellingyou your idea won’t work. We don’t clock up billables, webank on relationships. We are the non-agency agency.We swap out the fancy for the clever.Our reward is our clients’ success and we strive to achievethis on every project. So we’re kind of pleased to say;we’re not like the others, we all know each other and you’llknow all of us - yes, even the boss. Our clients are veryimportant to us.We’re KingSt, on King St.Thanks for taking the time to get to know us.
SERVICES,CREDENTIALSANDCOMMITMENT
It is important to regularly test andanalyse our SCC so we can ensurequality production across the board.
STRATEGICDEVELOPMENT With any business, it is important to have a plan and a vision. Developing a good strategy improves prosperity and production and we are committed to a strategic approach.
Full marketing strategyWe have robust models, along with broad business experience andknowledge, that enable us to develop full marketing strategies andplans. Getting this stage right can be a key determinant of success.We can provide a highly specialised service to help you prepare awinning strategy.Execution plansIt’s no secret that without a tight execution plan, a campaign can beleft in the lurch. Our efficient processes, systems and people are keyto keeping to schedule, keeping our eyes on your prize throughout theentire process.Brand strategy, development and governanceGreat brand strategy helps you ensure your business is well representedat every customer encounter. We offer all levels of brand consultancyincluding research, strategy, design and governance. We haveexperience at all levels from creation of new brands to refreshing thetried and true.Research and planningTo create the right solutions we need to know your business inside-out.We love getting stuck in and learning about what makes you, and yourcustomers tick. This information is key to strategy development.Budget appropriate solutionsMasters of making your money go the distance, we know how tocreate and manage big idea campaigns on smaller budgets. Our smallbusiness structure allows us to be agile and responsive.
CREATIVESOLUTIONSChoosing how you will present your brand to the world isone of the most important decisions your business will make.Having the right combination of creative ideas will supportyour business growth.
Idea GenerationAnyone can have a good idea, but unless it is fit for purpose itwon’t fly. We pride ourselves on insight based ideas that havebeen looked at from every angle, ensuring that it meets the brief,objectives and appeals to the target market.Creative RefinementAdding value to your ideas is something that we love to do. Our fullservice agency approach means that we are able to bounce, mouldand rework any idea to fit most creative executions and placements.CopywritingCopy has the power to make or break an ad. We know how to getto the crux of the message and craft copy to reflect the essence ofyour brand, putting you on a path to success.Art DirectionBig picture, thinking combined with a keen eye for detail means ourcreative team has what it takes to nail the job. Our skilled team hasbeen highly praised by our clients for bringing their vision to life inprint, outdoor and on screen.ProofingWith our strict ‘five eyes’ system in place, you can guarantee thatyour work will leave our doors with every ‘i’ dotted and ‘t’ crossed.
DESIGNSOLUTIONSIt’s your customers who do the branding, not you. What we cando is make sure they brand you in the way you want throughbrilliant design, deadly accurate execution, consistency acrossall elements and pure passion at every stage.
Creative for all mediaOur talented design team of 6 is able to execute creative brandsolutions for all press, print, online, video, experiential and ambientplacements. Each designer brings their unique flavour, style andspecialist knowledge to the table, providing well rounded and freshideas. As a collaborative and honest team, they bounce ideas offone another on a daily basis.IllustrationAllowing our designers unique design flair to shine through, we canproduce a wide range of illustration solutions. Looking beyond ourinternal resource, our talented illustration partner Scott is alwaysable to assist when our studio is at capacity.Photography/VideographyWith access to top end equipment and knowledge in-house, as wellestablished partnerships with quality, well-priced production teamswe can produce content for social media right through totelevision commercials.Image manipulationOur image specialist has been recreating images for the past 20years. He is a whizz in Photoshop and always succeeds at the mostchallenging of tasks.Web designThrough the combined knowledge of our Digital & Design teams,we create beautifully designed sites with the user experience inmind. Our in-house developer is able to build custom solutions on arange of platforms. If you are looking for a more complex build, wehave well established partnerships with web specialists.
MEDIASERVICESInvesting in R&D is important in finding newsolutions to old problems.Our media approach relies heavily on access toresearch and experience, always developing newways to reach and engage the audience.
Experienced media planning and buying teamKingSt have strong relationships and negotiating power with national andlocal media suppliers across all media channels. We are experienced inworking with government based and industry owned organisations andunderstand the importance of strategy and research. This ensures that weget the best added value for our clients. Our media team is highly skilled innegotiation and will ensure that at all times we gain the most competitiverates and bonus space for every client.Channel planning and strategyWe like to bring out of the box ideas to our clients and will develop themwhere we are given the opportunity. We pride ourselves on bringing newand innovative media solutions to the table for discussion.Added valueOur media knowledge contributes towards creative ideas and elaborateson how creative executions and content can affect the outcome of amedia campaign. We also incorporate added value outside of traditionaladvertising space as part of our recommendations. We pay special attentionto content partnership, editorial, advertorial and PR opportunities withineach and every campaign we work on.Full suite of research tools• TV Map• Nielsen AIS• Media insights• Prrads• IMS
DIGITALSERVICESThe ultimate in data tracking, our digital servicesencompass using information and research to guide aplan and strategy, right through to tracking every clickand reporting on results. This means you can ensure eachelement contributes to overall performance.
Digital audits and strategyWith a wealth of knowledge on hand, our digital team are morethan qualified to review, critique and provide solutions for all digitalapplications. We’ll help you set objectives, work out what digital toolsand strategies are required to achieve those objectives, and put analysissystems in place to help measure the return your digital marketing spendis generating for your business.Agile and collaborativeWe are open minded and work closely with the KingSt Media Team,ensuring we know what other media is happening and how we cansupport or lead campaigns in the digital space. We are an evolvingdepartment, always ensuring we are at the forefront of a very fastchanging landscape.Research and toolsAs a Google Partner agency we have access to Google planning tools,research and support. Research is key to ensuring we remove allassumptions from the digital strategy. We use research to drive informeddecisions and recommendations.Search, Display, Native, Programmatic and moreThe digital world is constantly evolving and new technologies keepdeveloping. We are passionate about what we do and are prepared to trynew softwares and continue to research new possibilities on an ongoingbasis.OptimisationOptimisation occurs through monitoring. Campaign feedback is fedbetween the digital team, account managers and client to ensureeveryone is across optimisation efforts. Optimisation is a collaborativeprocess, as we work closely with our clients to help them improve theirdigital properties. By having improved digital properties we can have apositive impact on other areas of digital performance such as SEO.
REPORTINGSERVICESKingSt is proud to give you reporting you want,when you want, and as often as you need it!
Regular reporting and post analysisAll media schedules produced by KingSt will be tracked and measuredagainst the estimated performance and the activity will be continuouslyoptimised throughout the campaign where applicable (TV and online).The frequency of interim reports will be scheduled in consultation withthe client at the time of booking. We will also provide a full post analysiswith an in-depth review for each of the media channels to identify keylearnings and provide future recommendations.Digital monitoringAll campaign monitoring and actions are based on the client’s initial goalsand KPIs which are founded in the original brief. If your objectives areclicks or impressions then we will base our metrics and optimisation tothose objectives.Live dashboard reportingIn the spirit of transparency, we also give you full ongoing access to yourreporting dashboard, where you will always be aware of the performanceof your campaigns at any given time. We can build you multipledashboards and recommend having one for your overall budget, followedby custom built dashboards for each campaign depending on theplatforms used.
ACCOUNTMANAGEMENTLet’s be real, people like to do business with people who they like and trust.When someone enters your business, knowing they have an understandingof who you are and what you’re trying to achieve is critical.Our people are here for you when and where you need them and know howto get the job done.
ESTABLISH NEEDSREVIEW RESEARCH CLIENTIMPLEMENT CLARIFY CREATEClient CentricThe client and their business objectives are at the centre of every decision that we make.Our efficient account service team will listen to and respect your requirements, working withinthe boundaries that you set. We promise to include you in every step of the process, makingsure that you know exactly what is going on at all times.Up-front and honestOur team always has the clients best interest at heart. We will tell it how it is and believe thattrust is built by having the guts to tell our clients something they probably don’t want to hear, aslong as it’s clear that we are looking out for them.Process focusedIt’s common knowledge that systems are in place for a reason. Our accounts service team arethere to ensure that our wider team know exactly what is required of them and when. And askeepers of the briefs, you can expect that every piece of the puzzle will fall into place.Hit the markWhen we say something, we mean it, and if we commit to you we won’t go back on our word.All emails or calls will be answered within a timely fashion, quotes within your budget will beprovided up front and we will stick to negotiated time frames.
OUR SERVICECOMMITMENT
The KingSt philosophy is to strive for a successfulclient outcome on every project we are charged with.You can expect this, as a matter of course. As well asthis we aim to give you a smooth ride, to consult withyou on everything, and collaborate along the way.You won’t be given any rude surprises and we will communicate with you atevery stage. Some standard elements of our service to you would include:• A team assigned to your account including CEO, Account Director, Media Director and Head of Digital• Work in progress meetings as required• Annual planning meetings• Information on trends/news in media• Logins to your digital reporting dashboard• Regular ideas and concepts at our initiative
BUSINESSANDCOMMERCIALSYSTEMS
To achieve great outputs, effectiveand efficient management ofinputs and process is key.Here we outline the BCS of KingSt.
BREAKINGDOWN THEPROCESS
OwnershipKingSt Advertising Limited is a local, independently owned agency, establishedin 1999. The business is owned by:Chris Williams Judy Coulter Tim PatonCEO CFO Group General Manager72% 18% 10%There are two offices in Hamilton and Tauranga.Hamilton staff: 13Tauranga staff: 5Judy Coulter Chris Williams Tim Paton CFO CEO / Head Creative Group General Manager Digital Design Account Management Media Lisa Booth Patrick Hui Robyn Henwood Kwan Ng Head of Digital Head of Studio Account Director Media DirectorLarissa Fabish Hone Tutua Suzy Downey Jeanine RowellDigital Executive Senior Designer Account Director Media Executive Katherine Kudo Bronac Winston Senior Designer Account Manager Theresa Speedy Dan Toth Account Executive Senior Designer Angela Parker Sarskia Melville Account Manager Designer Nicolas van Rooy Digital Designer
BREAKINGDOWN THEPROCESS
Workflow and Responsibility CLIENT BRIEF The client and account service team work together to establish the business problem, objectives and parameters we will beResponsibility working within. See Appendix.Account Manager THE ISSUE First internal meeting with the agency team. We review and interpret the client brief. In a brianstorm fashion, ideas areResponsibility tabled and reviewed for their credibility.Account Manager TRUTH Audience Insights | Brand Story | Media Research | Competitive AnalysisResponsibility Each member of the project team applies their expertise toFull agency develop the appropriate piece of the puzzle. The account management team ensure a smooth transfer of information STRATEGY from one team to another.Responsibility The media and digital strategies are created in response toMedia Director the brief based on the target audience, objectives, budget,Head of Digital timing and key considerations. We strive to ensure that all ourHead Creative campaigns offer strong brand awareness, an effective reach and frequency as well as a strong level of cost efficiency. PLANNING Creative directions are explored and developed in conjunctionResponsibility with the client. Once the strategy is approved by the client, the relevant teamsDigital Team create execution plans in line with the strategy.Media Team Full project schedules, time frames, media schedules andHead of Studio creative are developed at this stage.
BREAKINGDOWNPROCESS
Workflow and ResponsibilityEXECUTION Bringing ideas to life | Create Experiences | Create truths that stick | Increase visibilityResponsibility This is where the campaign comes to life. It’s the fun part, but attention to detail and time management are critical. We createHead of Studio solutions that are specific to your needs and objectives, all theAccount Manager while upholding the integrity of your brand. Getting it out the door is just the first part. Monitoring activity MEASURE and regularly reporting on results is important. Taking learningsResponsibility from research and past campaigns and being agile andDigital Team responsive are key considerations here.Media Team Optimisation to best achieve the results. In a data driven OPTIMISE industry, we can see daily the performance of a campaign.Responsibility There are tweaks and adjustments that can be made alongDigital Team the way, moving budget, testing creative executions andAccount Manager prioritising goals to ensure great results. REVIEW & LEARN Learn from results. Access what worked and learn from anything that didn’t. Apply this ongoing.ResponsibilityAccount ManagerAll other agency teams
THE REALADVANTAGE
Leading the pack, we are the only agency in theSouthern Hemisphere that uses the AdvantageManagement Software.Advantage is a robust, simple and easy-to-use software that has beendeveloped specifically to streamline advertising agency process.It has proven results that highlight increased efficiency and savingsacross the board.Using the latest technology, Advantage organises work, connectseveryone within the agency, and creates a hub of project specificinformation needed to make important and time-sensitive decisionsthrough a simple and easy-to-use web-based interface.Setting clear parameters, everyone in the project pipeline is fully awareof their allocated timeframe to complete a task and is responsible forkeeping within this time and budget.Alerts are weaved throughout the entire system and record allcommunications and conversations permanently. Proofing and approvalis simplified and housed in a project specific location.
GOODS ANDSERVICESAGREEMENT
We have a range of payment structures available to our long standing clients.An understanding of volume is required in order to establish these. Somecommon options are;OPTION 1: RETAINER BASED REMUNERATIONa. This involves a regular monthly payment for an agreed level of service. Service agreements entail a range of services likely to include; i. Account Service; Regular management, work in progress, work trafficking, quoting, budget tracking, briefing and client relationship management ii. Digital Services: Digital strategy development and implementation, social media planning and management, search implementation, website management and updates, optimisation and tracking iii. Media Services: Media strategy, research, competitive analysis, implementation, buying, dispatch, tracking and post analysisb. All media charges are then on charged at net rates to client, however a 4% fee is charged on these costs when a 60 day payment term is in place as the agency is required to incur the third party cost in the interim.c. Production and creative services are quoted based on briefing, and charged as per quote.d. Third party costs such as printing and production incur a mark up of between 10% and 35% dependent on the size of the charge.
GOODS ANDSERVICESAGREEMENT
OPTION 2: COMMISSION AND HOURLY RATESa. The agency is remunerated for its services via two sources of income; i. A ‘Commission’ or ‘yield’ is earned on media supplier costs. The standard commission rate is 20%, or calculated as a ‘yield’ of 25% on the on charged cost. All commissions are included in media schedules. This commission rate is negotiable if there is an ongoing annual spend commitment. An additional 4% is charged when 60 day payment terms are in place as the agency has to incur the third party cost in the interim. ii. All other services are charged either as quoted or on an hourly rate. We are committed to ensuring clients are aware of time incurred so there are no surprises. iii. Third party costs such as printing and production incur a mark up of between 10% and 35% dependent on the size of the charge.OPTION 3: A COMBINATION OF THE ABOVEIt is important to us that we develop relationships where weadd value, customise our solutions to the clients needs, and create aworking relationship that benefits all involved.We have made some minor amendments to the goods and servicesagreement:• The clauses regarding a weekly supply of hours worked appears appropriate to contracting and we have amended.• We have included a 2 month cancellation clause to align with the payment structure, and covered the responsibility for cancellation charges incurred.• We have identified our current level of insurance cover.We are happy to discuss options related to these clauses. See Appendix.
AGENCYRATES
ROLE DESCRIPTION RATE/HOUR RATE (EXC GST) OFFERED TO LICSTRATEGIC Consulting on marketing and $250DEVELOPMENT communications strategy $200CONCEPTS/ Conceptualising and visualising of $250 $200CREATIVE creative ideas $200COPYWRITING/ Copywriting/editing for brochures, $200SCRIPTING ads, and scripting for radio $150FINISHED ART Production of finished art for graphic $175 $200 devices, press ads, brochures, signs, posters etc. $125 - $175DIGITAL Digital planning and strategy $200 35% on charges less than $5,000AGENCY All costs incurred by account $125 - $175 20% on chargesCOORDINATION manager in liaison with client, between $5,000 suppliers and internal production and $20,000 team in connection with the planning, 10% on charges preparing and placing of advertising over $20,000 Included in aAGENCY Supervision of third party suppliers $150 with commission orSUPERVISION including photography, film 35% Mark up retainer structure production, recordings etc. Included in aMEDIA Free of charge up to two revisions. $150 commission orSTRATEGY Cancellation of booked schedules Thereafter $120 retainer structure incur a 10% handling chargeMEDIA Free of chargePLANNING/ Free of charge up to twoBUYING revisions Cancellation of booked schedulesMEDIA incur a 10% handling chargeDISPATCH Moving of booked schedules charged at an hourly rate Dispatch of material to suppliers $25 per ad
YOURTEAM
A strong combination ofheritage and skills means youhave a team that will birthgreat ideas and results that arethe right fit for you.
CHRIS WILLIAMS ROBYN HENWOODCEO & Head Creative Account DirectorBachelor of Business Studies (Mktg and Acct) Bachelor of Commerce (Mgmt)Aka “Boss”. After doing the big agency rounds in Robyn possesses all the traits of a perfect AccountWellington and then Auckland, Chris purchased what Director; she is a strategic thinker, client orientated andwas Rimmington Advertising in 1999. A suit by trade, and a very strong communicator. Robyn has great businesscreative by nature, you’re bound to hear him say “I’ve got acumen, has a strong background in media, the abilityan idea, because I’m an ideas man…” on many occasions. to stay calm and collective while multi tasking. RobynHe is always striving for great results in all that we do and is well respected by her clients and is supported by ourleads the team with passion and knowledge from many Account Managers Theresa Speedy and Angela Parker,years of experience, particularly within the education and and together they manage accounts in all shapes andagribusiness sectors. sizes. Growing up in rural Canterbury, and then marrying a Taranaki dairy farmer; dairy farming is familiar territory. She even lived in a converted barn on a small town supply farm where her husband relief milked when first married.LISA BOOTH KWAN NGHead of Digital Head of MediaGoogle Certified Partner Bachelor of Media Arts (Communications)Lisa is proud to be a geek of all things digital. Adwords, Kwan has been with KingSt for over 10 years. She’s anative, programmatic, UX design and pixels are everyday focused and driven person, who always delivers on time,vocab, and she’s a real go getter. Working with rural on budget, and with smart ideas to add to the mix. Herclients throughout her career, she will always take a ability to build strong relationships comes into its own inpractical approach and consider where the end user her role, and she is respected and valued by the mediamay be whether it is on a farm on his smartphone, or industry. With agribusiness clients a main stay, she istech savvy in an office. In her personal life, her father particularly skilled in targeting rural New Zealanders.is a farmer, now on a lifestyle block, so understanding She is supported by Media Planner Jeanine, who has athe farming mindset is ingrained in her thoughts. Lisa is Marketing Manager background, and together they cansupported by our digital planner Larissa, and the depth produce media strategy, planning and buying to any andof their knowledge and skills rival that of large scale every budget.specialist digital agencies.
PATRICK HUIHead of StudioBachelor of Computer Graphic DesignPatrick heads up our production and design team. He’s askilled art director and videographer, and has a passionfor great design. He’s in his element on a TVC, video orphoto shoot, where he keeps everyone on track to ensurea great result. He’s known for saying “We’ll just do thatone more time…” but it pays off and we always get theshot. Hailing from Hong Kong, the wide green pastures ofNew Zealand were the main draw card for settling herewith his family.THERESA SPEEDYAccount ExecutiveBachelor of Design (Digital) /Graduate Diploma of AgribusinessAfter completing tertiary studies in design, agribusinessand marketing, Theresa has a well-rounded knowledgeof the task ahead. A lover of to-do lists and process,she is in her element rolling out campaigns and meetingdeadlines. Working under Robyn, she offers a goodcountry work ethic, a respectful attitude listeningcarefully to her clients, and is determined to get the jobdone to the highest of levels. Hailing from the hub ofthe Hauraki Plains, she is still on the pulse with what’shappening in the dairy industry after in-depth (andlengthy) chats with her old man.
A HERDOF HIGHPERFORMERS
OURUNDERSTANDING
Our clients are the core of our business.We are honoured to have worked with anumber of key Agribusiness organisationsover the years, many with ongoingrelationships of 10 years or more. Thesuccess of these relationships has beenbased on a co-operative spirit, workingtogether toward a common goal.
RURALEXPERIENCE &KNOWLEDGE
KingSt is a rural advertising specialist with a trackrecord of servicing some of the longest runningaccounts in the countryOver the last 18 years, we have gained a reputation as one of New Zealand’sleading full-service agencies in this category, having represented an impressivenumber of major Agribusiness brands.As an agency, we witness the ever-changing rural media landscape and we wereat the forefront of the following events and kept all our clients well informed,ahead of our competitors.• In 1994, the Farming Show began as a five-minute rural feature as part of an independently owned Southland radio station. Today it has grown to an hour through The Country on NewstalkZB, Radio Sport, Hokonui and affiliates.• In 2002, 120 years after first being established, NZFarmer was discontinued.• Country Calendar became the longest-running TV programme in NZ in 2008.• Fairfax rebranded their online rural section and launched NZFarmer, a digital farming destination in 2013.• Straight Furrow Magazine was rebranded to NZFarmer in 2014, followed by The Dairyman being renamed as NZDairyFarmer.• MetService launches new App in April this year; general opportunities are available to advertisers in July.Selecting the best mix of mediums to communicate your message to a ruralaudience requires strong knowledge and experience in agricultural marketing inorder to maximise the effectiveness of your marketing budget.We understand when above the line media is required to create brand awareness,how radio is used to drive frequency, which community newspaper to use topenetrate local markets, how many industry publications to use to cover theright audience and why a DM will target the right key decision makers for yourcampaign.We know what works, because we are doing it all the time and are seeingthe results.
RELEVANTCLIENTEXPERIENCEAmong others, these are some of our longest-standingagricultural clients.
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