Since it was bought by the French multinational 'Publicis Groupe' back in 2011, the Digitas name utilised by UK agency Kitcatt Nohr has been synonymous with helping brands create unique and daring advertising opportunities. However, the company now wishes for the company to shift its focus away from the brands and the businesses and back towards the people at their hearts. This 'back to basics' approach has of course necessitated a name change, and what better way to take it back to basics then to ditch the frills and revert to the name that made the agency such a respected entity in the first place?
So the company have reverted to the name used by the firm before the Publicis buy-out and this newly revitalised Kitcatt Nohr comes into play after a series of upper management changes. Just last week the company's founder and chief executive Marc Nohr left the agency after 12 years of building it from the ground up to take a role at the head table of Regus, the global workplace provider. His co-founder Jeremy Shaw also left the company late last year.
The new blood comes courtesy of managing director Vonnie Alexander (pictured below), who was promoted to the position last October having spent 11 years on the staff as a founding partner. Nohr himself (prior to his departure) said of Alexander that it was “wonderful to see her taking on even greater areas of responsibility”. Alongside Alexander's appointment, Ben Golik was named executive creative director and Andrew Purdy was appointed head of project management and operations. Alexander will run the agency alongside chief creative office Paul Kitcatt, who also is also 50% of the businesses namesake.
A Fresh Approach To Marketing
The most notable shift in the company's policies post name-change (or rather name reversion) is to in many ways distance themselves from their cousins and their Digitas days (it should be noted that they were known as DigitasLBi since they were merged with global marketing brand LBi in 2012). They will (in Vonnie Alexander's own words) “Revert to their roots” and become a “People powered agency” by changing their businesses internal processes. A different person will be leading each agency meeting, meaning the 'top-down' management approach favoured by most marketing firms will be completely circumvented. There will also be a major shift in how they run their recruitment process, holding open events that will give potential employees the chance to leave the event and come back with creative, exciting ideas.
The company's new Brick Lane offices (located in the Old Truman Brewery just opposite its sister company) will open for business in March of this year (2014) with their new “The customer is the boss of us” ethos and a completely fresh approach to marketing. An approach that filters away the 'buzz words' and the jargon, taking the marketing game back from the clutches of the soulless elite and putting it back in the hands of people who really care about people.
Click here to visit the brand new Kitcat Nohr website
Benjamin Hiorns is a freelance copywriter who spent a week in his teens doing work experience at a marketing firms so knows just how dehumanising they can be.