Chris Kemp is the CEO and founder of Ingenuity Group, a leading force in the marketing consultancy landscape. Founded in 2005, Ingenuity started as a new business consultancy with the objective 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 agencies capable of addressing those needs.
Over the years, Ingenuity has evolved, now offering agencies a suite of services including PR, content, and growth consultancy. Additionally, it supports brands through agency selection, pitch management, and marketing ecosystem services, facilitating the discovery of new agency partners. Ingenuity also boasts a brand partnerships team that excels in sourcing and developing industry-leading collaborations.
In the past two years, the company has grown significantly, acquiring the lead generation company Future Factory, the sponsorship agency Reg & Co, and the UK’s most distinctive marketing festival, MAD//FEST. These acquisitions now operate under The Ingenuity Group, whose mission is to connect the marketing world. As the CEO, Chris Kemp takes time to share his insights with Business Matters.
What is the main problem you solve for your clients?
Essentially, we have two predominant audiences: brands and agencies. We help brands navigate the constantly evolving and intricate agency landscape, guiding them to find the right partners. We support agencies’ growth using marketing, new business tools, and technology to help them connect with their target brands and establish strong relationships.
What made you start your business – did you want to rock the status quo, or was it a gap in the marketplace that you could fill?
Before becoming a founder, I worked with another lead generation company and felt there was an opportunity to do things differently. Fuelled 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 three-fold:
1. Lead by example. Everything comes from the top, so it’s important for management to show the way through their actions.
2. Treat people the way you want to be treated. Respect is non-negotiable.
3. Encourage collaboration at every point.
Do your values define your decision-making process?
I am particularly passionate about effective collaboration. Teamwork makes a huge difference as everyone plays a part in growing the business. I have acquired companies that share a similar mindset to us – that’s something I feel strongly about that needs to be aligned throughout the Ingenuity Group. It’s crucial for me to work with people who are likable and ambitious.
Is team culture integral to your business?
Team culture is imperative to me, and I take pride in the culture we have built at Ingenuity and now continue to do so across the Ingenuity Group. It is important to me that my employees feel they can learn, grow, and succeed. I am honored to have colleagues who started with me when Ingenuity was a young company and have since worked their way up the ranks.
What do you do to go the extra mile to show your team you appreciate them?
We implement various initiatives to recognize and reward our employees, but making people feel seen has always been a priority for me. Each individual needs to feel like they have a voice and to feel comfortable sharing their opinions. This is something that I will never let change, no matter how big the business gets. Whenever I can, I try to take the time to ask people how they are doing, congratulate them on a success, or help with a challenge. I want everyone to feel validated for all their hard work and to feel like they can approach me.
What is your attitude towards your competitors?
I appreciate our competitors. I genuinely want them to thrive because we need them to drive the market. In our relatively small industry, it is important to cultivate positive relationships; it’s better to be liked than disliked. I’ve always admired competitors, so much so it’s resulted in us acquiring some!
Do you have any advice for anyone starting out in business?
Networking is honestly so important. Learn to enjoy meeting new people, as making connections is incredibly worthwhile – 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 totally understandable to feel like you need financial support. However, if you can hold off on accepting investment, you’ll be so happy further down the line and you’ll be rewarded in so many ways.
It can be a lonely and pressured place to be as the lead decision-maker of the business. What do you do to relax, recharge, and hone your focus
While it can be a lonely and pressured place, having the right people around you is so 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 work method, or do you make much longer planning strategies?
I like to have a plan and budget set for the year and have regular check-ins to monitor progress. Nothing is ever set in stone, though, so the review meetings throughout the year provide opportunities for us to pivot where necessary. Over the last five years, we have seen an enormous amount of change, so it’s been crucial for us to be flexible, allowing us to evolve as needed.
What three things do you hope to have in place within the next 12 months?
In the upcoming year, I’m excited about raising awareness for The Ingenuity Group and cultivating a distinct atmosphere. I’m aiming for our companies to feel connected while maintaining their operations. There are many exciting events on the horizon, and we are focused on expanding our influence across all markets. Additionally, I’m eager to support MAD//FEST’s inaugural Manchester event, MAD//UP NORTH in February.
