LONDON — Specialist culture agency Kingdom Collective has been appointed to oversee PR and amplification strategy in the UK, France and Germany for a new culture platform from cult footwear brand Dr. Martens.

'Dr. Martens Presents' has been developed to support emerging creative talent, and the agency’s remit includes communications strategy, earned media and tactical partnerships.

Kingdom Collective’s London office will lead the account, working with global brand experience agency Amplify across the three European markets.

Dr. Martens Presents will see the brand supporting up-and-coming creatives through a content series championing grassroots culture. Kingdom Collective’s scope looks to shine a light not just on the lead talent featured in each episode, but the communities and cultural stakeholders in each artists’ extended network, to build multi-layered collaborations. All of which will be underpinned by an earned and paid media strategy, to bring each project to life.

As part of the brief, Kingdom Collective and Amplify will capturing Dr Martens Presents projects on film to build a series looking at each artist’s creative process, community and cultural cause.

Dr. Martens communications and events lead Amber Henry said: “Kingdom Collective's innovative approach on PR and media is a great reflection of Dr. Martens' integral values of creating authentic connections, challenging the status quo and celebrating a diverse range of subcultures, grassroots artists, and communities. We have consistently seen the team push boundaries and ideas to champion artists and involve the wider creative community. We look forward to an exciting season with them.”

Kingdom Collective MD Nick Griffiths said: “Dr. Martens has been synonymous with subculture for 60 years and it's great to work with a brand fully aware of the importance of that in where they are today. Dr Martens Presents enables us to continue to demonstrate that long-standing commitment to grassroots culture and connect with today’s trailblazers. Our network of European cultural communications specialists helps us to get to the heart of the vital scenes these artists and creatives occupy.”

Kingdom Collective, which will be 10 years old in January, has long-standing relationships with festivals, events and brands including Red Bull and Pioneer DJ, as well as launching start-ups such as music education platform Virtuoso, and new alcohol-free beer brand, Days Brewing.