KingGee appoints DPR&Co as new creative agency partner for milestone brand review

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KingGee appoints DPR&Co as new creative agency partner for milestone brand review

Workwear Group’s iconic Australian brand KingGee has appointed full-service agency DPR&Co to partner in a milestone repositioning project as it approaches the centenary of its founding (est.1926).


Says Jayne Willmott, Australian head of marketing, Workwear Group: “KingGee has steadily evolved with the changing needs of the work environment.

“We are a technology leader in industrial workwear, pushing the boundaries of garment development. But we needed to challenge ourselves to also ensure we’re communicating effectively to an increasingly discerning generation of new customers entering the trade workspace, including a growing number of women.”

Willmott went on to say that brands don’t last 100 years without a lot of stewardship, and that there was a strategic imperative for KingGee to continue to evolve; not only to keep pace with today’s customers, but to be the workwear brand of choice for the next 100 years.

Four agencies were candidates for the review.

Says Willmott: “Our marketing, merchandising, sales and management teams were all involved in the pitch to ensure everyone was onboard with our decision about our agency partner. We were impressed by the experience and quality of the DPR&Co team.

“The way DPR&Co articulated its integrated research methodology, and ‘New Truth’ creative process gave us the confidence to move forward with them.”

DPR&Co co-founder and executive creative director, Richard Ralphsmith, said the chemistry of KingGee and DPR&Co teams was evident from initial meetings and that the agency is honoured to help plan the evolution of this iconic Australian brand: “DPR&Co works extensively in the manufacturing, engineering and automotive sectors. We also have an extensive track record of successful vocational education campaigns.

“We understand the trades target audience and love this kind of work. We’re looking forward to uncovering deeper ways to connect with Australia’s trade-based industries and end-users.”

Qualitative and quantitative research is now underway with the repositioned brand expected to be shared in Q3 of this calendar year.