Case Study - KMP
Modern communications technology should mean that UK companies can operate anywhere. But, as KMP’s Bill Daring explains, they still have to go to London to compete:
Web and internet employment is London-centric with three fifths of the workforce, with only a fifth of the workforce operating outside London and the South East, but Manchester based KMP is one company that has managed to compete effectively in the global marketplace. One of the most successful interactive agencies in the UK, KMP has an impressive list of public and private sector clients. Their services include brand development, web design and usability, interactive marketing, and content management.
Meeting the expectations of clients is central to the company’s success. ‘I have to go to London to do business’ says Chairman Bill Daring. ‘The big agencies are all London based and other people presume that London is best. Clients have a thing about where you work. This is less of an issue with overseas companies, but there is still a presumption that you will have a London office.’ He has had London offices in the past, for appearances sake, but now holds meetings at the Institute of Directors when necessary.
When looking at the KMP website it is not immediately apparent where the company is based. ‘That’s deliberate’ says Bill Daring. But he is enthusiastic about the advantages of Manchester. ‘Manchester is a vibrant city – it’s the number two place for creative and digital technology. There are four big universities, the BBC and Granada have operations here, and there is a Business School. The computer was invented in Manchester. We’ve got a mix which is conducive to digital technologies.’
‘You have to be doubly good outside London, even though most of the actual work is done online. But there are advantages to being outside the M25. You don’t pay London rents, the quality of life is greater and staffing is more stable.’
The company has a policy of recruiting graduates and training and promoting them from within. Bill Daring admits that it is useful to have people on the account side who have worked in the West End ‘but on the digital side the staff don’t need that London experience’ he says. ‘We’re looking for special people and you find them in unusual places. Everyone in the company is a self-starter.’
KMP has developed direct relationships with local universities and takes students on placements, paying them a stipend. They look for bright, self-motivated students. ‘As an agency we have to work with anything that’s thrown at us. People only pay for the creative and innovative. By the time the students leave us they go way over the expectations of their university. Often they work overtime as well and many stay long term. We’re basically a hot house.’ Training is carried out at the company’s own expense and Bill Daring would like to see more government support for training people to work in what he describes as ‘leading edge, but marginal businesses’.
KMP makes sure that it stays at the forefront of new technology - for example, the company pioneered the use of flash technology. They are also constantly changing to meet the expectations of the market, but at the same time remain essentially a service company, totally responsive to client needs. To that end they have developed a number of strategic partnerships with companies offering specialist services, such as online marketing and brand development, research, and software design.
Networking is also crucial to the company’s success. Many of the big brand clients are based in London so inevitably a lot of networking takes place there.
Bill Daring is also actively involved in regional networks, such as Digital Manchester, Circle Club, and the North West Regional Development Agency. He has been on the Digital Industries North West board and he is keenly involved in promoting the industry in the North West. ‘You have to be everywhere’ he says. ‘Make sure you’re networked and be prepared to work collaboratively as well as competitively.’ He also advocates using all the resources available. ‘Do web conferencing, conference phoning, and give presentations online. And keep going to London!’
For more information: www.kmp.co.uk