Chris Kemp is the CEO and founder of Ingenuity Group, a leading force in the marketing consultancy landscape. Founded in 2005, Ingenuity began as a new business consultancy with the goal of connecting marketing agencies with potential brand clients.
The company quickly gained recognition for its innovative matchmaking sessions, where brands with specific marketing challenges met with agencies that could meet those needs.
Over the years, Ingenuity has evolved, now offering agencies a suite of services including PR, content and growth consultancy. It also supports brands through agency selection, proposal management and marketing ecosystem services, making it easy to discover new agency partners. Ingenuity also boasts a brand partnerships team that excels at sourcing and developing industry-leading collaborations.
Over the past two years the company has grown significantly, acquiring the lead generation company Factory of the futurethe sponsoring agency Reg & Coand the UK’s most distinctive marketing festival, CRAZY//FEST. These acquisitions now operate under The Ingenuity Group, whose mission is to connect the world of marketing. As CEO, Chris Kemp takes the time to share his insights with Business Matters.
What is the main problem you solve for your customers?
Essentially, we have two predominant audiences: brands and agencies. We help brands navigate the intricate and ever-changing agency landscape by guiding them in finding the right partners. We support agencies’ growth by using marketing, new business tools and technology to help them connect with target brands and establish strong relationships.
What inspired you to start your business: did you want to disrupt the status quo or was it a gap in the market that you could fill?
Before I became a founder, I worked with another lead generation company and felt there was an opportunity to do things differently. Fueled by enthusiasm and naivety, I was inspired to start my own business. I was determined to build a successful business that I could be proud of, so starting my own company seemed like the best path.
What are your brand values?
For me it’s threefold:
1. Lead by example. Everything comes from the top, so it’s important that management leads the way through their actions.
2. Treat people the way you would like to be treated. Respect is non-negotiable.
3. Encourage collaboration at all times.
Do your values define your decision making?
I am particularly passionate about effective collaboration. Teamwork makes a huge difference as everyone contributes to the growth of the business. I have acquired companies that share a similar mindset to ours – it’s something I feel strongly about and needs to be aligned across the Ingenuity Group. For me it is essential to work with nice and ambitious people.
Is team culture an integral part of your business?
Team culture is key to me and I am proud of the culture we have built at Ingenuity and now continue to do so across the Ingenuity Group. It’s important to me that my employees feel like they can learn, grow and succeed. I’m honored to have colleagues who started with me when Ingenuity was a young company and have risen through the ranks since.
What do you do to go the extra mile to show your team that you appreciate them?
We have several initiatives in place to recognize and reward our employees, but making people feel seen has always been a priority for me. Every individual needs to feel like they have a voice and feel comfortable sharing their opinions. This is something I will never allow to change, no matter how big the business becomes. Whenever I can, I try to take the time to ask people how they are doing, congratulate them on a success, or help them with a challenge. I want everyone to feel validated for all their hard work and feel like they can approach me.
What is your attitude towards your competitors?
I appreciate our competitors. I sincerely want them to thrive because we need them to lead the market. In our relatively small industry, it is important to cultivate positive relationships; It’s better to like it than not like it. I’ve always admired competitors, so much so that we’ve acquired a few!
Do you have any advice for someone starting a business?
Networking is honestly so important. Learn to have fun meeting new people, because making connections is worth it – you never know where it might lead. Be proactive in asking lots of questions and seeking advice from those who have been successful. Starting a business is a big risk and it’s completely understandable to feel like you need financial support. However, if you can hold off on accepting the investment, you will be very happy later and will be rewarded in many ways.
It can be a lonely and high-pressure place to be in as the company’s primary decision maker. What do you do to relax, recharge and sharpen your focus
While it can be a lonely and high-pressure place, having the right people around you is very important. I am fortunate to have a great support system that I can share ideas with. Outside of work, true relaxation comes from spending time with my family.
Do you believe in the 12 week working method, or do you have much longer planning strategies?
I like to have a set plan and budget for the year and have regular check-ins to monitor progress. However, nothing is ever set in stone, so review meetings throughout the year give us the opportunity to take action where necessary. We’ve seen a huge amount of change over the last five years, so it’s been key for us to be flexible, allowing us to evolve as needed.
What are three things you hope to implement in the next 12 months?
In the coming year, I’m excited to raise awareness of The Ingenuity Group and cultivate a distinct vibe. My goal is for our companies to feel connected while maintaining their businesses. There are many exciting events on the horizon and we are focused on expanding our influence across all markets. I’m also looking forward to supporting MAD//FEST’s inaugural event in Manchester, MAD//UP NORTH in February.