This work is included here because it is where the principles behind the Kyttn system were proven in practice. Strong internal creative leadership coordinating specialist partners, brand agency, media agency, in-house SEO, all working toward the same objective without the fragmentation that usually comes when multiple agencies operate independently. The thinking stayed in one place. The briefing was clear. The work moved fast.
Twenty years across agencies and client-side taught Jake one thing clearly: fragmentation is the most expensive problem in marketing. Petdirect was the environment where that became impossible to ignore.
The brief.
Shift Petdirect from performance-led marketing to a cohesive national brand. Build the company's first brand platform. Launch the first nationwide brand campaign. Take the brand into the physical world with Petdirect is first bricks and mortar retail store.
Do it with a lean in-house model, no inflated agency structures, no unnecessary overhead, no loss of creative integrity through briefing handoffs.
A full-funnel launch, delivered lean.
A national brand campaign was developed and produced through a three-person senior core team, supported by specialist collaborators where required.
Scripts written in-house. Shoots directed directly. Music and voice talent sourced and licensed strategically. Editing and animation managed tightly to maximise quality while controlling production costs.
The campaign ran across five channels, building awareness, consideration, and conversion as an integrated system rather than isolated executions. Creative was built with a role at every stage of the funnel, not as standalone moments.
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Petdirect's first bricks and mortar store took the brand from digital into a physical retail environment for the first time. The store design, in-store experience, brand installation, and retail identity were developed and delivered through the same lean model, senior creative leadership applied directly to the brief.
The retail design won GOLD at the Red Awards (retail design, Big Box Group category).
What this engagement confirmed and why it matters for Kyttn clients.
The same principles that produced national brand results at Petdirect through a three-person senior team are the principles Kyttn applies to every phase five engagement. No unnecessary layers. No account management overhead. Senior thinking applied directly to the problem.
Working alongside world-class Google Ads and performance specialists at Petdirect, Jake observed firsthand what is possible when creative and performance work as one system. That is the structural model Kyttn is built around.
The insight that removing the gap between thinking and doing is worth more than any agency markup had been building across twenty years of engagements. Petdirect was where the conditions were right to prove it at scale. It became the foundational principle of how Kyttn operates.
