Kinetic owner and CEO Kevin McDonald says the partnership makes the agency more of a “one-stop shop” fueled by data.
OOH specializing agency Kinetic Worldwide has integrated experiential into its offering, thanks to a partnership with Big Digital.
Big Digital, a digital-focused activation network, was founded in 2013 by Michael Girgis following the sale of his former companies, OneStop and Fourth Wall Media, which were both acquired by the Jim Pattison Group. For the last five years, Big Digital has been developing products and partnerships to meet its goals of providing real-time communications, media and advertising through outdoor and experiential.
Now, it’s partnered with Kinetic, an independent agency established in Canada earlier this year (with a minority stake from WPP’s GroupM) to enhance that agency offering.
“We’re very aligned, not just in terms of offering but in terms of where we believe media is headed and where innovation is headed,” Girgis tells MiC.
Kevin McDonald, owner and CEO of Kinetic Canada, says the agency decided to partner with Big when looking at its 2020 briefings with clients. “We’re seeing that experiential and pop-up activation, as well as on-site media, is becoming more and more relevant. Clients who have used it already and invested in it are seeing good returns on those activations, and there’s a much higher demand and it makes sense for us to have a strategic alignment with Big Digital to create that solution.”
Although experiential and physical activations are providing strong results, says McDonald, he’s well aware that these days, many clients choose to go through PR agencies or even creative shops to activate. With diverse competition in the space, McDonald says he thinks two agencies with strong insights and tools can come together to create a strong solution. “For us to have the capabilities to bring our clients and expand the capabilities, creating more of a one-stop shop, that’s one less phone call to make.”
And for Kinetic, which has been working hard to build its profile in Canada through partnerships – like that with MIQ and Hivestack to provide better analytics for real-time OOH buying – this just means more opportunities to connect with clients and raise its profile as an agency.
“It’s more of an engineered sell,” Girgis adds, on the two agencies’ combined powers in the buying process. “The tech is understood, the data and audience engagement are understood. Where we usually see a lot of phone calls and a lot of people involved, we’re reducing that… there’s a lot of data involved.”