KIMBO Design Inc.


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July 27, 2015 Issue

The Most Powerful Name In Corporate News and Information


Branding and Advertising for Digital and Traditional Campaigns


Kim Pickett

Principal & Creative Director


KIMBO Design Inc.


Kim Pickett


Interview conducted by:

Lynn Fosse, Senior Editor, CEOCFO Magazine, Published – July 27, 2015


CEOCFO: Ms. Pickett, what is the concept at KIMBO Design?

Ms. Pickett: The concept for KIMBO Design was to start a company where I could be creative and direct my client’s projects. I want to have 100% control of my life and financial future.


CEOCFO: What types of services do you provide?

Ms. Pickett: KIMBO Design is a branding and advertising agency. We focus on digital and traditional campaigns, everything from Facebook advertising to Out of Home print.


CEOCFO: What is the key to knowing what is right for any given client?

Ms. Pickett: The key to knowing what type of solution to give a client is digging deep into their goals and objectives and researching their target audience. It is not all about them, but who their client or customer is. We help our clients with marketing strategy on how best to communicate to their own clients. The initial steps include conducting a discovery session then we devise a strategy. The recommended strategy could include online or offline channels or could be a more targeted one.


CEOCFO: How do you help a client understand what they really want and need, as opposed to what they think they need?

Ms. Pickett: In terms of KIMBO Design we are very transparent with our fees. We are never going to give a client something because we are going to make money with the project. It is always what the need is. If the client asks for something and we feel that it is not the right direction we will let them know our concerns. If a client is not thinking about ROI we remind them that although they might have a good idea, it doesn't always mean it’s going to produce results. We give our clients tangible, real solutions that work and are confident in our recommendations. We have a good track record of producing winning results.


CEOCFO: How do you juggle the trends with tried and true, as well as gut feeling?

Ms. Pickett: We look back at what we have done in past campaigns we have worked on and we measure results. We know what works and what does not. If we are doing a Facebook campaign and we are using two different ads, we do an A/B test to see which works better. For example, the ads could be an image with a person or without a person. We know that an image of a person will usually result in higher click-through rates. We will take the knowledge we discover and apply it to future campaigns.


We also study the history of advertising. We know what has worked historically. Currently there is a trend of going back to past campaigns and reusing what has worked. We are noticing an advertising revival. KFC resurrected Col. Harland Sanders as the folksy centerpiece of its Kentucky Fried Chicken rebranding campaign. McDonald’s did the same thing with the relaunch of the Hamburglar. Both companies have been struggling with an eroding brand and now are using past successes - those tried and true nostalgic marketing tactics. I think it will work for them.


CEOCFO: How do you stay ahead of the trends, technology, and the next Facebook?

Ms. Pickett: In terms of staying ahead of technology, it is always good to have responsive vendors. We have a good relationship with Facebook and the reps are awesome. They let us know what is going on with Facebook and Twitter. The Twitter reps are constantly giving us demos and helping understand what the new trends are. We are constantly being provided with new technology and platform techniques we can use for our marketing campaigns. I also subscribe to Google Alerts, which helps me stay up to date.


CEOCFO: Why is sustainable business important for you?

Ms. Pickett: Sustainable business is very important for me and my clients because it means we can be a part of a community and contribute to the local economy. Everyday I strive to create a sustainable business by doing good things, doing good work, and engaging in pro-bono work. It is always a bonus when we can showcase working with clients who have sustainable mandates in their mission and vision. This type of client embraces our sustainable design process.


CEOCFO: What types of companies are coming to you? Is there a common thread?

Ms. Pickett: The companies that come to us tend to have a sizable project or know their allocated funds for the year. When we engage with a client we are 100% committed. Both parties see a long-term partnership. There is a great deal of one-on-one interaction as we build relationships with our clients. We get to know their business and how they operate. We are small team and can only take on a certain amount of clients in a year. We service our clients to the best of our abilities and give them great work and superior client service. We do not take just anybody that walks through our door. We are selective and demand our potential clients have the same approach. Life is too short to be in a rocky relationship or one that is not a good fit. I want our clients to be comfortable with our creative team and proud of the work we produce for them. I want our clients to not just like the work but love it! If they don't love the work we rework the creative till they see hearts in their eyes.


CEOCFO: You were personally recognized recently on the PROFIT/Chatelaine W100 List, and the company has been recognized over the years. What have you learned over time and how is your offering better today?

Ms. Pickett: The changes that have happened in the last few years at KIMBO have been extraordinary. It's been a rollercoaster ride. There have been many ups and downs. I have embraced my perseverance and drive. I'm thankful for my supportive network around me including family and friends. I have learned that the team I lead needs to always be engaged and passionate about the work we do. In the last two years I have been building and fine tuning the team, the culture, and how KIMBO Design is perceived in the marketplace. That has developed to be something I am proud of.


Internal systems and operations have improved because I stepped away from the business to look at how it operates and how efficient it can be. The process of submitting for awards has been rewarding as it makes me think about how to improve my business model – what’s working and what’s not.


CEOCFO: Are potential clients coming to you because they understand the depth of your engagement or more surprised to find out how you do interact with your clients?

Ms. Pickett: Many of our clients come to us based upon referrals and sometimes by looking at our website and knowing what kind of clients and campaigns we have worked on. Our process and our approach is usually a surprise to them. Clients often don’t realize the amount of work and thought that goes into creating memorable campaigns.


CEOCFO: What is your geographic reach today?

Ms. Pickett: It is national, but predominantly our geographic reach is in British Columbia Canada, mostly in Vancouver. We also have some clients in Ontario and Manitoba.


CEOCFO: What might be different a year from now at KIMBO Design?

Ms. Pickett: We hope to be twice the size, possibly in a bigger office space, working on cutting edge work. KIMBO is always trying to achieve that next level. Another KIMBO office in Toronto is part of our strategic plan for the near future.


CEOCFO: Put it all together for our readers and potential clients. Why chose KIMBO Design?

Ms. Pickett: We are all about producing great work with a great team. Our business is about people and relationships. When a client chooses us they are choosing the people behind the work and the relationship we have with them. Creativity is very personal and hard to understand. A client needs to be comfortable with the agency they are engaging with because they will want to brainstorm and dig deep into the outcomes they want to achieve and the best stories to share. We are here to do that and responsive to it. If a client has a tight deadline we always hit it. Our turnaround time and our approach to creativity within short time spans is unbeatable. No other agency in British Columbia can do what we do. Our breadth of award-winning work, our approach to creative delivered in a short time span, and our superior client service is our strength and the reason that clients come to us. We are the best branding and adverting agency in Vancouver. It's really that simple.


“No other agency in British Columbia can do what we do. Our breadth of award-winning work, our approach to creative delivered in a short time span, and our superior client service is our strength and the reason that clients come to us.” - Kim Pickett


KIMBO Design Inc.


Kim Pickett






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