LONDON — Splendid Communications has formed a partnership with Kingdom Collective, the agency’s first step in building a network of like-minded firms.

The deal includes Splendid acquiring a majority stake in Kingdom, which has worked with the likes of Dr. Martens, Red Bull and YouTube. Kingdom Collective also produces music festivals under the brand Beat Hotel.
The partnership gives Splendid new expertise in youth culture including music, fashion, the arts and lifestyles. Kingdom, meantime, will receive organizational and financial support to fuel growth.
Kingdom’s founder Nick Griffiths will continue to lead the agency. Splendid CEO Alec Samways will join its board of directors.
The move comes on the heels of CFO Damon Kelly joining Splendid in February to help the agency in its effort to build its network, called Splendid Collective.

“The vision behind Splendid Collective is to invest in well-run, ambitious and values-led independent agencies. We want to supply the management and funds necessary for them to grow, while addressing the many issues and challenges our industry and communities face,” Samway said. “Our goal is to achieve creative freedom to produce work which we believe will have a positive impact on the world. Damon Kelly has joined to support me in finding partners who share our values and ambitions. We’re delighted to have Kingdom Collective join us for this journey and hope there will be others who follow.”