Kaper has three launch clients that will bring in a total six-figure fee income. Olympic gold medal winning cyclist Victoria Pendleton has asked the agency to make her first foray into social media. She wants to be known as the most engaged British Olympic athlete.
Other clients are travel website MyDestinationInfo.com, which links users to knowledgeable people who live in different destinations across the world, and bookdrum.com, a website that surrounds e-books for the iPad with links to related digital content.
‘Kaper will bring together the editorial nous, storytelling and creative strengths of the PR world with the planning insights and added creative weight of the advertising world,’ said McCafferty.
Karmarama chairman Nicola Mendelsohn said: ‘Increasingly clients are looking beyond paid-for-media. They want to quickly involve people to maximise participation and brand exposure. The growth of social media is forcing everyone to think harder about new channels and approaches.’
Kaper will operate as a separate company alongside Karmarama and its sister production company Kream. McCafferty is the senior shareholder alongside Karmarama partners.