Kinetic, the lifestyle and environments communications agency is expanding its in-house digital, design and creative planning resources with the launch of a dedicated creative division, called Fuel.
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.
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. 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.
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.
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 comments: “Creativity is inherent to the business of Out of Home and Fuel will enable us to craft meaningful and more relevant campaigns for our clients across the board.”
The launch of Fuel follows the predictions made by Kinetic in its report on the future of Out of Home media that new opportunities across digital and non-digital poster advertising would help grow the medium’s share of UK advertising spend up to 2020.
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