How Kingstar Media CEO Has Evolved An Old-School Business

Kingstar Media got its start as a DRTV company, a form of television advertising reliant on long-form infomercials and direct responses from consumers. But with today’s near-constant technological change, CEO Ed Crain knew it was time for a pivot for the Toronto-based company.

Under Crain’s leadership, Kingstar Media redefined this model by integrating digital marketing strategies, leveraging analytics and utilizing a data-driven approach to optimize campaigns. In an interview, Crain goes in depth into the marketing agency’s growth, where the company is headed next and advice for burgeoning leaders in the industry.

Tell us how Kingstar has changed its business model.

The pure entrepreneurial spirit of successful DRTV campaigns still drives Kingstar Media’s planning and buying teams to this day. On behalf of our clients, we optimize digital and linear media across a multi-channel landscape to deliver measurable return on investment and demand logic for media re-investment. We work closely with our media providers to sustain a mentality of profitable re-investment that can drive growth and build brand awareness that builds with targeted exposure.

Traditionally, DRTV relied heavily on long-form infomercials and straightforward direct response advertising. Kingstar redefined this model by integrating digital marketing strategies, leveraging analytics and utilizing a data-driven approach to optimize campaigns.

This hybrid model allows for more precise targeting, better measurement of campaign effectiveness and enhanced engagement with consumers. Our creative division can help with adaptations for the Canadian market or complete scripting and development ideation and execution.

How has the company grown over the past 30 years?

Over the past three decades, the Kingstar Media team has pioneered substantial growth, evolving from a traditional media buying agency to a comprehensive marketing solutions provider. Key factors in this growth include the expansion of its service offerings to include digital marketing, social media integration and performance-based advertising.

Kingstar has also built a reputation for delivering high return on investment for its clients, which has helped it secure long-term partnerships and helped attract a diverse portfolio of brands. The company’s ability to adapt to technological advancements and shifting consumer behaviors has been pivotal to its success.

Kingstar has grown by listening intuitively to our clients’ objectives and asking ourselves how we can continue to partner in their growth objectives and long-term goals. We are constantly upgrading our suite of services and hiring the talent to manage them effectively.

What’s next for Kingstar?

Looking ahead, Kingstar is likely to continue expanding its digital and streaming capabilities, focusing on emerging technologies such as artificial intelligence and machine learning to enhance campaign personalization, efficiency and long-term planning.

Additionally, as the landscape of media consumption evolves, Kingstar continues to explore new audience platforms, data rich streaming services and social media channels to target isolated demographics effectively. The company will continue to place an emphasis on sustainability and ethical advertising practices, reflecting a growing consumer demand for responsible marketing and brand safe outreach.

Any advice for young aspiring professionals entering your industry?

The marketing landscape is constantly changing. Embrace new technologies and be willing to learn continuously to stay relevant. Demonstrate curiosity and a sense of entrepreneurial spirit. Make someone’s business your own by thinking like a valued partner who is capable of building trust and investment.

Develop skills in data analysis and understand how to leverage insights to drive decision-making. Data-driven campaigns are the life blood of successful agencies. Embrace technology and use it to win.

With a strong history of creative success and proven marketing skills we look for talent that can use data and analytics to envision and ideate groundbreaking creative ideas and strategies to deliver innovative full funnel multi-platform campaigns. Blending data with innovative ideas equals success.

This industry thrives on connections. Attend industry events, join professional organizations, and build relationships with peers and mentors. Always be curious. Follow success and learn from others. Bring new ideas to the table.

Always put the consumer at the forefront of your strategies. Understanding consumer behavior and preferences is key to effective marketing.

By following these principles, young professionals can carve a successful path in the dynamic world of performance marketing.