Three years, ago, Grant Hyland founded the digital media services company KBR Digital and recruited digital planner Lucy Columbus as his first hire.
Since then, that team of two is a team of nine, following the addition of campaign manager Sankara Narayanan, account manager Stevee Devonda, media executive Richard Morrhall, campaign manager Jan Karlach, financial controller Ada Law, general manager Allanah Tatana and most recently ex FCB planner now digital planner Claudia Crasborn.
Tatana credits the growth to its unique offering, in allowing small/medium agencies to use KBR as their digital arm when needed, rather than having to hire a full-time in-house digital specialist.
She believes there’s a massive shortage of good digital people in the market and that KBR can fill those gaps.
“We believe we deliver true value in the market that no one else is providing and more importantly that the market needs,” she says.
And while many independent agencies look to get as big as possible and then sell on, Tatana says its approach is to continue to deliver its core role with its agencies to cement its position and reputation.
“We aren’t looking beyond this,” she says.
That approach will also protect the agency from the threat of the larger agencies that are becoming wiser to the art of digital and offering those services alongside their existing ones.
“I think those digital agencies that are providing commodity services without adding value may risk losing ground to the large agencies with their massive resources and international backing but it puts the onus on digital agencies to continue to evolve and stay relevant.”
Tatana adds that while digital is a native part of an advertiser’s consideration, the complexity of building, planning, running and reporting a digital campaign is increasing and time is decreasing. However, because digital agencies focus on all things digital, they’re well equipped to navigate the environment.
And representing how KBR operates as a business is its new logo. Tatana says the colours reflect its diverse and vibrant team, with the bubbles representing how they form a part of the puzzle in the agency’s growing success.
The refreshed look can be seen on KBR’s new website, www.kbrdigi.com, which launched in late February.