With the rise of celebrity and influencer marketing, how much time are you now spending on brands' social media compared to print press?

There’s no ‘one size fits all’ when it comes to our campaigns and each client has a different idea of what success looks like. So it’s hard to put a figure to this. What I can say is that, again, the blend is the key. With print, it might not always be the high-circulation or the glossiest of titles that have the most traction for your client and it’s the same in terms of follower numbers. For us, it’s always about quality rather than quantity.

What do you look for when researching influencer collaborations? What tools do you use for this? 
 

When researching influencer collaborations for our brands we use a four-pronged approach, including brand KPIs, influencer alignment with the brand values and creative styles, how does the influencer currently work with brands and are there conflicts, and finally, who is their audience and are they engaged with them. We have an extensive network of influencer contacts but we will also use search tools (such as Zine). We’ll also look at the networks of influencers on the relevant platforms directly, as Instagram, for example, surfaces the top talent due to its algorithms. It is also then possible to analyse their channel and audience directly.
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Do you work with your clients on suggesting and implementing brand collaborations? What do you look for that would make a successful collaboration?  

We are very proactive in approaching our clients with creative collaboration ideas. A successful one is just that – it needs to be a mutually and equally beneficial collaboration. The best brand ones are those that cross promote to different audiences but have an intersection where the audience will understand and appreciate the collaboration. A successful collaboration will beat a client’s KPIs such as: reaching a new audience, uplift in brand sentiment, uplift in sales etc.

Kilpatrick have been DIARY directory members for decades. With new features such as sort contacts by social stats and region filters for media titles including blogs, how does having a DIARY directory membership benefit you as an agency? 

I remember the print version of DIARY very well!! It was a must have on any PR’s desk. DIARY is indispensable when scheduling events and keeping abreast of journalist moves and updates. The editorial requests section is also useful.  We all read the Diary daily update emails too – it keeps us all up to date, even on those days when we only have a few minutes spare to read the industry news round ups.

You've got many long-standing clients, including Pixiwoo’s make-up brush brand, Real Techniques. What's the trick to maintaining a long-term relationship with such brands?

Partnership. That’s the key. When I first set up Kilpatrick many years ago, my background had always been in-house and my goal was to work like an in-house PR department for each of our clients. It was never purely about winning clients, it was always – and still is – about growing our businesses together. We are really, really good at what we do, and we have the most amazing and talented team. Each of us, without exception, runs the business and our clients’ business, from the heart. You can’t get better than that.

What have been your biggest difficulties as an agency owner? 

For a long time, I have suffered from a severe lack of confidence and setting up and running your own business can be a very lonely place. That combination of insecurity and loneliness can be pretty tough. So I have learnt to try and be braver, to ask for help and to surround myself with brilliant people. I also think talking is the most important tool we have. It’s easy to hide behind screens – emails and text messages – but we’re missing whole chunks of life and of the great things that other people have to offer. So be brave, pick up the phone or go out and meet people and talk. It is enriching, inspiring and life-affirming.  

How do you feel about Brexit? Do you see this affecting you as a business?

The Brexit result was like a massive pack of cards thrown up in the air and who knows yet how it’s going to land. Negotiations are at a critical phase right now and it’s impossible to predict how it’s going to end. Of course, it will affect us whatever the outcome. In fact, I think we are a critical point in history right now. I think it’s worth remembering, though, that with any change comes the possibility for growth and opportunity.

If you would like to find out how being a DIARY directory member could help your brand, get in touch now!

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