London, UK – 4th August, 2023: Independent media agency The Kite Factory has announced that it has been selected as the media planning and buying partner for Redrow, listed on the FTSE 250 and one of the most successful and acclaimed homebuilders in the country, following a competitive pitch.
With a legacy spanning nearly five decades, the prestige housebuilder has built over 100,000 high-quality homes across England and Wales, earning a unique reputation for creating a ‘better way to live’ for its customers.
The Kite Factory has been tasked with delivering an innovation-led media strategy with creativity and meaningful data-led insight at the centre. Collaborating closely with Redrow's creative agency, the agency is tasked with driving brand consideration, increasing reservations, and further elevating Redrow's position as a market leader.
The Kite Factory’s success was attributed to thinking beyond market norms where legacy media and market behaviour is prevalent, while balancing the complexity of the category amidst a cost-of-living crisis. The appointment will see Kite Factory’s remit span across all media planning and buying across the 12 divisional offices driving national media strategy from the central office.
Anthony Abou-Zeid, Head of Client Service at The Kite Factory said:“The homebuilder sector is such an interesting place to be right now. The market is facing challenges around planning permission, competition, demand for new homes and the obvious cost of living crisis. But with that, comes the need to innovate how we engage prospective buyers higher up the funnel, how we leverage emerging technology to create meaningful business change and how we can help Redrow elevate their proposition. There is a lot of ambition over there and it’s refreshing to see an organisation of this size embrace change the way Redrow have. We want to create a new blueprint for this iconic homebuilder”.
Warren Hamilton, Head of Marketing Operations at Redrow Homes said: “We are excited to have appointed The Kite Factory as our media planning and buying partner as we continue to expand Redrow’s reach in the market. The Kite Factory’s proven ability and innovative approach aligns with Redrow’s goals and we’re confident that this partnership will achieve great success in the future.
The partnership comes at a pivotal time as the market continues to face ongoing challenges, and so it is ever more important now to connect with audiences on a deeper more meaningful level.”