Klick Communications rebrands to Klick X, launches new agency model

Klick Communications has rebranded to Klick X.

The rebrand also encompasses the launch of the PR agency’s new model, introducing customer experience consulting to its service offering and flexible work arrangements for its staff.

Klick Communications has relaunched as Klick X

Founder and director of Klick X, Kim McKay, told Mumbrella that the revitalised agency was inspired by it’s 10th birthday last year.

“The change was inspired about eight months ago. We turned 10 as a business, so we took a look back at the last 10 years and realised, okay, what worked then is not going to work tomorrow,” McKay said.

McKay said that the agency needed to reflect the changes in the industry, including clients’ new expectations for agencies to find solutions to their communications problems instead of engaging them purely on an account services basis.

“After studying influential brands for a number of years, we’ve realised they do three things really well. So they have impact – so they’re seen and heard, they innovate. They bring new and relevant things to the market, and they have a this sort of amazing relationship with the customer,” McKay said.

“Klick X is really about boosting a brand’s influence… The more influence you have, the more people are going to buy more things off you, more often. You have more advocacy.”

“What Klick [Communications] was, was this idea of impact. So we got a brand seen and heard through multiple traditional and digital channels. We’ve now added expertise around customer experience and innovation to solve those bigger problems.”

The introduction of customer experience services is designed to help brands build stronger relationships with consumers, she added.

“It’s just about saying to brands ‘You need a relationship with your customer that’s more than just the transaction’. What are you doing before… what are you doing when they’re with you, and what happens to them when they leave you,” McKay explained.

Klick founder Kim McKay

To reinforce the new customer experience offering, Klick X has engaged a panel of experts in the field including marketing specialist Cameron Crowley, brand and business consultant Claire Hobson and former global head of social and content at Tourism Australia Jesse Desjardins.

The relaunch of Klick X also includes the implementation of flexible work model for its staff that the agency has been trialling for the past six months. Staff are able to work from home or in any of the Kilck X offices around the world. To facilitate this change, the agency has introduced a range of cloud-based tools so employees and clients can see work updates in real-time.

McKay believes the new structure better serves both the Klick X staff and its global clients.

“We’re representing in Wellington, Santa Monica, and Six Senses Resorts. So the idea that we need to be sitting in Sydney to serve our global clients, it doesn’t make sense. It’s like sitting on a bus for an hour to go and sit at a desk and type doesn’t make sense,” she said.

“Now when we’re in the office, it’s really about having meetings, collaborating, communicating and that’s what our office is for. It’s not somewhere to go to put your headphones in and put your head down.”

To McKay, the new name Klick X signifies that the agency will continue to evolve with the industry.

“We’re always going to have to be changing and evolving, so X kind of signifies you can’t just as an agency today change and go ‘That’ll do’. So it sort of means that we’re always going to have to find that unknown factor and continually evolve.”

The relaunched agency, therefore, is one that McKay believes will suit a client that recognises change in the industry.

“This is around brands who are orientated on the future, so who don’t want to be disrupted… They’ve got to move at that pace of change, that pace of culture where they need a partner that’s agile and wants to work with them, roll their sleeves up and solve problems. That’s kind of the brand that I think is going to suit this model,” McKay said.


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