Today South Australian ad agency KWP! turns 21

Today South Australia’s respected advertising agency KWP! turns 21.

Tonight founding partners Andrew Killey (near left) and Peter Withy (far left) will join with 300 staff, clients and associates to celebrate the company’s major milestone at a function at the Adelaide Festival Centre.

National Business Development Manager, Andrew Killey said for KWP! this celebration was about acknowledging the great journey the company has been on for the past 21 years and just as importantly acknowledging the team’s hunger for future successes.

“I want to sincerely thank all the South Australian organisations we’ve been privileged to work alongside. As we transition into a new chapter at KWP, we’ll continue to work with some of South Australia’s finest brands and also fly the South Australian flag all around Australia.

“Sylvia Mason, John Baker and James Rickard have evolved into a strong management team leading a group of some of the industry’s finest talent producing great work,” says Killey.

As KWP! marks this important milestone, Killey said it was also time for the industry to reassess the way it has traditionally done business: “It’s not just the tools we use that have changed. Sure, we now have multi platforms and new media technologies that weren’t around 20 years ago, but I think the challenge for the industry is also to stop and rethink about how we connect with people.

“Rather than focussing on pushing product, I believe our role is now much more akin to lobbying,” he said.

“Advertising used to be about you selling to consumers. Now the reality is that it’s about convincing customers to buy you.

“Perhaps a subtle shift in the thinking, but I believe it’s a change in focus which we need to entice an increasingly marketing savvy audience. I think the key is now to focus on flexibility, adaptability and continuous refreshment of the message, rather than here’s one slick and set approach.”

KWP! Creative Strategist Peter Withy agrees that the focus for the advertising industry is now about getting a client’s message in direct contact with the right consumer: “As technology continues to change, we realise the customer is now in complete control of the messages they receive.

“We’ve had to think outside the box, rather than just utilising time-honoured and powerful tools like television, radio and print. It seems we’re now continually lobbying to break through the increasing noise out there in the market.

“Rather than selling we are now engaging and there are no longer target markets and numbers, now more than ever, we’re talking to real people!” he said.

The home of dozens of leading South Australian brands such as Coopers Brewery, the Yalumba Wine Company, RAA and Tourism SA, KWP! continues to lead the market as a premium full service media agency.

“It’s been a terrific journey so far,” says Killey. “And it’s not over by a long shot. We’re more focussed, invigorated and excited about the opportunities both here in SA and right across Australia than we’ve ever been.

“Coming of age means we have the proven expertise, experience and successful runs on the board to really kick everything up a notch – and we will.”