The Kite Factory



  • Digital
  • Media planning & buying


We’re The Kite Factory, previously known as MC&C Media. The media agency for ideas that deliver. We create ideas and let them take flight. While they’re soaring, our data driven insights keep us tightly anchored to the real world. Highly creative media solutions that deliver measurable results. Ideas rooted in rigour. There’s nothing better. And because we are independent, we have the freedom to create the right idea for each client, every time.. For more information please visit






With TV advertising, you get what you pay for

The wealth of new addressable opportunities brought about by technological advancements and changes in viewer behaviour are incredibly exciting. However, advertisers and broadcasters must not forget one of the great powers of traditional broadcast TV: peacocking. Peacocking is when someone dresses ostentatiously to impress a potential romantic partner, and it applies to advertising too – particularly with mass media channels like TV.


Do you practice environmentally friendly advertising?

Sustainability and environmentally friendly living is rocketing up the agenda for brands, businesses and consumers this year, and rightly so. In the first of a series of thought pieces on the issue, The Kite Factory's Director of Digital Ben Foster explores whether advertisers give enough thought to the impact of their promotional material on the world around them, and what they could stand to gain from putting some more thought and planning into the physical elements of their collateral.


FMCG giants are at risk of extinction if they ignore the subscription hype

There was a time when the only thing the majority of people subscribed to on a regular basis was a magazine, and later a handful of lifestyle products: satellite TV, a mobile phone, contact lenses. Then came Netflix and Amazon Prime Video and suddenly the whole concept of subscriptions as a business model was blown wide open into the mainstream. So, is there now such a thing as a ‘subscription model’ or has offering a subscription element become an essential route to survival for every brand?


As users turn their back on Facebook, we explore what’s next for the platform

I deleted Facebook and Instagram’s apps from my phone almost a year ago which is an odd thing for a digital strategist to do but given that I’d spend several minutes, multiple times a day, scrolling aimlessly through memes, Brexit videos and friends’ holiday pictures, I was keen to reclaim that time. Quitting Facebook, in particular, came about because I realised I had no idea what I was looking to be informed about anymore. I had lost control.


Are networks set up to do joined-up thinking?

*FIRST PUBLISHED IN THE TIMES* Marketers, how would you feel if you paid someone to handle your advertising only to find their main priority was not telling your brand’s story, or how it would translate on different platforms, or how your target customer consumed their media, but whether they could shoehorn your ads onto whichever TV channel they had done a deal with two years previously? If your brand's story is not told to the right people in the right place at the right time, it'll be lost.


Latest YouTube Scandal: How can marketers protect their brand?

When vlogger Matt Watson posted a video on YouTube which revealed how predatory comments are being left on videos of children on the platform, the revelation sparked another debate about the safety and security of the website. It shone a light on how the combination of user-generated videos and the ability to leave unmoderated comments can be a poisoned chalice for marketers. YouTube removed the offending channels - and the accounts which left comments - but the damage was already done.


TV at the Tipping Point? No chance

To TV’s detractors, Ebiquity’s recent report ‘TV at the Tipping Point’ provides more evidence of the medium’s impending and much heralded demise. Scratch beneath the surface though, and it’s not so clear cut. There has certainly been a change in viewing behaviour over the last five years that does not look good for linear TV, but this ignores one crucial point: very few brands rely on linear TV alone to deliver video reach these days.


What did you do to celebrate National Anti Click-Through Rate Day?

The IAB's “Don’t Be A #Clickhead” campaign, aimed at agencies and advertisers who continually look to measure the impact of their advertising activity based on the number clicks delivered. Which, for what it’s worth, has been a long time coming. Here at MC&C we’re huge fans of this campaign. We’ve long been advocates of recommending that campaigns stop using arbitrary metrics such as CTR to measure the effectiveness of a campaign, and have been able to show real business growth as a result.


Politics and brand advertising: Is it time to review protocol?

You may have read recently about the Marsh and Parsons ad that was removed by JCDecaux from its OOH sites after advice from the Committee of Advertising Practice (CAP) that ads “must not unfairly portray or refer to anyone in an adverse way”. We were proud of our association with the ad, but when it was removed from some platforms it got me thinking about the way brands participate in the political scene.


What will we see the back of in 2019?

At this time of year the industry press is awash with predictions for the year ahead but here at MC&C we’ve taken a different approach and are predicting what we will see the back of in 2019. We asked three of our digital gurus – Director of Digital Ben Foster, and Digital Strategists Christian Taylor and Nicholas Graham – what they thought the industry would be (or should be) waving goodbye to over the next 12 months. So let’s see where they’re putting their money…


Could the gaming industry’s success with micro-payments be a lesson to us all?

The subscription model is proving hugely popular across the full spectrum of media platforms, be it TV and film, music streaming or press, but for every Netflix and Spotify that have hit the sweet spot, there are some sectors still struggling to get the offering right. Would a gaming-style pay-per-read micro payment model work here? From gamification to micro-payments, the impact of the success of gaming on the wider marketing industry should not be underestimated.


What made charities thrive in the past is now threatening to hold them back

For the longest time charities have felt a kind of immunity from disruption, a sanctity driven by the donor’s emotional connection to a cause they support. But it is rapidly becoming clear that even the third sector is not immune from disruption as brands start tapping into consumers’ consciences. In the past charities have relied heavily on regular gifts, however, the fundraising landscape has been disrupted beyond all recognition and charities are facing the biggest challenge in their history.


Marketers: Take back control of your data but please, do it properly

GDPR has given businesses a glimpse into the complex world of data rights and the people around the table in the boardroom have initiated a land grab without understanding the full implications. Suddenly clients are starting to use glorified CRM systems to monitor the performance of an ad campaign using tech that is simply not fit for purpose. So please, marketers, by all means take back control of your data but if you want to reap the benefits it is essential you put in the groundwork first.


Baby Boomers: The forgotten generation

Millennials, and everything they stand for, have become the holy grail for marketers. For the last decade or so they have been all over new technology, platforms, fashions and habits, and dominated more marketing plans than every other demographic combined. And yet Baby Boomers - those people born between 1946 and the mid-1960s - have both assets and income, better brand loyalty and more reliable media habits. A marketers dream.


Attribution vs. Economic Modelling: what's the difference and how can they work for you?

How much does my marketing activity contribute towards sales and revenue? How many of these sales and how much revenue can I credit to each channel? Hang on a moment, they’re the same question, aren’t they? Not quite. Confused? Well, most people are.


Customer surveys: unlocking the mind of the consumer to drive business planning

Considering the vast quantity of data continuously being collected on consumers, it is very tempting for us to think that we already have access to all the data we need to understand our customers.The reality is, this type of data might not always be enough as it only shows us part of the picture.


Marketing: it doesn't have to be the postcode lottery

Understanding your customer profiles and identifying areas of opportunity through Mosaic.


A Date with Retailers

If ever there were two words that sum up relationships in 2018 it’s ‘Date Night’. In the era of “always on” we now need to set aside a dedicated evening to invest time and energy into our long-term relationships.