The new division will offer data-led insight gathering analysis, qualitative communities research and industry testing.

It builds on the agency’s existing services focused on brand platforms and cultural positioning, talent, public relations and content.

Creative strategy director Dani Thornton (pictured, right) will lead the insight and strategy department, which to date has worked with Dr. Martens, Monster Energy and V+A. 

Following a recent promotion, Thornton sits on the agency leadership team alongside founder Nick Griffiths and director Emma La Terriere.

As part of the expansion, Kingdom Collective has also appointed Grace Davies-Redmond (pictured, left), formerly of comms agency John Doe. As senior account manager and creative strategist, Davies-Redmond will be tasked with contributing to the growth of Kingdom Collective’s offering. 

Thornton said: “At Kingdom Collective, we believe in the power of connecting with people through the things they love. To do this most effectively, we set out to find original insights, then apply cultural and community understanding.”