EY and Philip Morris International, along with several other brands and startups, have signed on to work with creative martech outfit Klive – a new agency founded by a cohort of ex-Omnicom and WPP marketers.
Amid an ongoing industry-wide debate around how data and creativity should converge, Klive has enlisted a series of martech partners, including the Rubicon Project, Big Radical and Fastmap, to help it deliver creative and strategic work for clients backed up by data.
It said its aim is to drive brand growth, not just “show short-term ROI”.
The 16-strong suite of data, tech and research-focused specialist firms will work with Klive on a project-by-project basis.
Its co-founders include: Chris Ward, who has held roles at Rapp, BBH, Engine and advises the board of Anmut data consultancy; chief strategy officer David Brown, who cut his teeth at Wunderman, Royal Mail and Gyro; and chief creative officer Chris Martin who was previously a creative director for Ogilvy and Omnicom.
“Klive has been over a year in the making,” said Ward. “Our starting point was that the world did not need another agency. The marketplace is awash with agencies. Some exceptional. After spending months with clients talking about the challenges they face we arrived at the decision that there is space for yet another agency and if we had the chance to build one from the ground up with no baggage then we had better do something different.”
EY has already been working with the London-based agency to “shape and build on” its CX strategy according to Kevin Heighway-Corcoran, marketing lead for entrepreneurship and innovation – brand marketing and communications at the management consultancy.
As well as a differentiated approach to plugging in martech players, Klive will also offer brands access to a pool of creative talent (including editors, designers, writers and animators) via its ‘Klive Academy’ network. Some 36 creators have signed up to be part of this.
Along with agencies like Uncommon and Fearlessly Frank, it’s also looking to woo clients with a unique remuneration model by adopting a value-based pricing structure. It’s working with craft wine upstart Kwoff to a revenue share model, for instance.