Danielle interviewed Kingsley Peters founder and Creative Director at Kingel, a creative agency based in Birmingham. They talk about making the jump from being a freelancer to founding and running a successful creative agency. 

Kingsley started his journey a freelance art director before becoming one of the founders of Kingel back in 2015.  

KEY TAKEAWAYS

For Kingsley, starting an agency wasn’t about making loads of money, it was about finding balance in life. After having his second son he didn’t want to spend his life leaving the house at 7:15am every morning and getting back home after 7pm in the evening.

Kingel, as an agency, specialise in helping clients stand out. They work with large corporate brands to identify that one thing that makes them different and then turn it into something that's really attention grabbing. 

Clients often don’t think there’s anything special about what they do so the job of the creative agency is to help them talk through their challenges and understand where they want to go and what they want to be. Kingel gives clients their experience and knowledge to help them know where to look and the right questions to ask. 

Moving from a freelance perspective, where you do part of the job, to an agency model where you are doing everything all hinges on pricing. It’s easy to quote for the creative time but you must always include the account management as well. 

Energy is a key part of creativity. Everybody experiences stress, pressure and anxiety but understanding your mind and body and noticing the signs can really help avoid problems like burnout. 

BEST MOMENTS

Discussing branding workshops - ‘A lot of the time it’s like a therapy session. Clients talk about their problems, challenges and competitors. Quite often it can be an inspiring process because you are giving the client the opportunity to say what they want to be’

‘Ideas take time. What you are buying is not just an idea, it’s also my time, experience and judgement’

‘I was under a lot of pressure and stress. I had this horrible overwhelming feeling and I literally could not think. I remember standing in the office and I couldn’t function. Looking back now, that was burn out’

ABOUT THE HOST - DANIELLE CLARKE

Danielle Clarke is a Brand Strategist and University Lecturer. She spends her time consulting and working with health and wellness business owners to help them attract and retain their ideal customers.

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