MC&C rebrands to The Kite Factory seven months after Colling steps down

Indy media agency MC&C Media has rebranded as The Kite Factory to “mark the next chapter” of the business, following a period of notable transformation.

The new name comes seven months after former CEO and founder, Mike Colling – after whom the agency was originally named – stepped down from his position. Colling founded the agency in 2001 and continues to work closely with the agency in a consultative capacity, while Robin Trust has taken over as chief executive.

The rebrand also follows a £6.6m investment from private equity house Key Capital Partners 18 months ago, which allowed the agency to invest more heavily in people and technology and to branch away from its historically charity-focused remit.
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“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,” Trust said.

“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.”

Created by branding agency Curious, the new identity shifts focus towards “highly creative” media campaigns “anchored in insight”. The shift has been overseen by Rik Moore, head of insight, strategy and planning, who joined from Havas in January.

According to The Kite Factory, the “refined” strategy has resulted in new business wins including Triodos, the ethical bank, and Little Freddie, an organic baby food brand.