Kinetic had to do something to try to match Posterscope’s investment and achievements with Hyperspace and here we see Kinetic expanding its in-house digital, design and creative planning resources with the launch of its own dedicated creative division, called Fuel.
The press release says that “the launch of Fuel is a response to the increasing scope of Out of Home advertising including opportunities to integrate digital interactivity, dynamic displays, experiential and bespoke design into client brand campaigns” but of course what it’s really all about is Kinetic earning more money. Fuel will not be a charitable arm and they will charge well for their services – anything where there isn’t a ratecard is a good opportunity to earn a lot of extra cash of course.
We are told that Fuel will form a creative hub within Kinetic and operate across the agency, bringing together experts from across a broad range of existing disciplines including digital, mobile, experiential and strategic planning. We quote “Working in collaboration with the Kinetic planning team, Fuel will keep clients ahead of the opportunity curve by providing insight and opinion on emerging technologies and identifying cross platform opportunities to amplify OOH campaigns”.
James Copley, Kinetic’s UK COO commented “The launch of Fuel is an exciting change in the direction for Kinetic’s business. The proposition fits seamlessly with our existing business units and reflects the changing nature of Out of Home media and the huge opportunities that emerging technologies add to the established reach and impact of posters.”
Rebecca Bainbridge, who joined Kinetic in July, will lead the new division. Having worked for two leading international branding and design agencies – TDG Communications and Landor Associates in Geneva, Switzerland, managing Procter & Gamble accounts and also as a planner for Poster Publicity (now Kinetic), Rebecca combines creative expertise with a detailed knowledge of Out of Home media.
It will be interesting to see how this might affect their close relationship with Grand Visual and other agencies. Will they figure that their toes are being trodden on?