How Aflac Balances Purpose & Profit

Q&A with Catherine Hernandez-Blades

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KWT Viewpoint: Daring to Care

What it means to pursue authentic brand purpose

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KWT Global Acquires Toronto's Holmes PR

Expands presence in Canada

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We are a global brand strategy agency that employs an interdisciplinary, design-thinking approach to marketing and communications. We synthesize the most impactful elements of PR, influencer engagement, social and digital media, and content marketing to help our clients identify and demonstrate their best ‘selves.’



The IRONMAN brand – home to the world’s toughest single-day endurance events – strongly resonates with those who have crossed the finish line at one of its iconic global races. The drive to compete and the grit needed to prepare for such a grueling physical and mental test are unparalleled. But as the brand sought to expand its footprint amidst an increasingly crowded endurance landscape, it was challenged to empower a broader field of participants to take the plunge.


Indigo is a new kind of agriculture whose mission is to harness nature to help farmers sustainably feed the planet. By focusing on microbes that naturally occur in plants, Indigo helps farmers enhance yield in cotton, wheat, corn, soybeans and rice. Indigo’s technology and model are based on the premise that if we are to provide sufficient healthy food for everyone on the planet, farmers must first be profitable, agriculture must conserve natural resources, and agriculture needs to meet the needs of consumers.

Invictus Games

In the summer of 2017, KWT Global helped transform empathy into empowerment for Canada’s military community through our work with the Invictus Games –- the international multi-day, adaptive multi-sport event created by Prince Harry, in which wounded, injured or sick military personnel and their associated veterans compete against their military peers from around the world.

Orangetheory Fitness

Increased heart rates, heavy breathing and beads of sweat are sweeping the nation, and KWT Global would like to take a bit of the credit. In 2015, KWT Global began working with Orangetheory Fitness – one of the hottest, and fastest-growing boutique studio style gyms around, that combines workouts with wearable technology (to track heart rates).


Hisense, China’s largest television brand for over 13 years and the world’s third largest television manufacturer, set its eyes on the U.S. market in 2010, however retailers and consumers initially dismissed the brand as just another Chinese fast-follower with basement prices and questionable quality.

American Express Global Business Travel

American Express Global Business Travel (GBT), the largest corporate travel management company in the world, was approaching its 100-year anniversary. While it was an incredibly important milestone for the company, GBT was only interested in the recognition if it created an opportunity to showcase the entire business travel industry.


frog, a global design and strategy firm, regularly engages in social impact work, applying human-centered design to help resolve global issues. In 2015, frog partnered with children’s humanitarian organization UNICEF, and connected technology company ARM, to launch the Wearables for Good Challenge. The incubator–style design contest aimed to uncover innovations in wearable design and technology that serve a greater purpose. Together with UNICEF and ARM, frog designers helped finalists hone their designs to create scalable, wearable solutions that benefit children around the world in need.


PURE Insurance, a property & casualty insurer of high net worth individuals, launched in 2007 and rapidly expanded into 49 states over the course of the next eight years. Following this growth, PURE needed to validate its unique and highly advantageous reciprocal exchange model for prospective members (policyholders), insurance brokers, wealth managers and the broader personal finance community, by putting its purpose-driven corporate culture, member-centric approach, innovative coverages and exceptional talent on center stage.


Zicam®, a leading provider of over-the-counter homeopathic cold shortening, allergy relief and allopathic nasal congestion products, was battling negative perceptions from a voluntary recall of its cold remedy nasal products in 2009. Building on the successful relaunch of its nasal cold remedy spray in the 2014/2015 cold season, Zicam relaunched its most unique cold shortening form, nasal swabs, during the 2015/2016 cold season. With these new nasal products in distribution, Zicam was ready to re-enter the marketplace with a refreshed brand narrative and execute a buzz-worthy campaign to drive positive coverage and purchase consideration in the crowded cold remedy aisle.

Pantone Color of the Year

The Pantone Color Institute was established by Pantone in 1986 to forecast future color direction and study how color influences human emotion, most notably through its annual Color of the Year program. After 16 years, the PANTONE Color of the Year had emerged as a fun pop culture announcement, with media, consumers and the design industry looking for a splash of color to set a tone for the new year — but coverage often failed to connect the selection to the true intelligence offered by the global color authority or articulate Pantone’s business model. The 2016 unveiling marked a momentous occasion: for the first time, Pantone selected two colors for its Color of the Year: Serenity and Rose Quartz.

American Express

American Express partnered with retailers Birchbox, Bonobos and Rent the Runway to present Online’s Day Off. This two-day event included a thought-leadership panel as well as a live shopping event. The goal of the event was to showcase innovative ways that e-commerce leaders are converting their online success into brick-and-mortar opportunities.


KWT Global Volunteers at New York Common Pantry

On September 21, 2018, the KWT Global NYC team volunteered at the New York Common Pantry to join in on its efforts to reduce hunger throughout the New York City area.
September 30, 2018
Did you know that nearly
1.4 million people in New York City are living in food insecure households? It seems contradictory to think, in a city home to some of the wealthiest individuals in the world, that a large population struggles with hunger. Unfortunately, the reality is that many New Yorkers are unsure of where their next meal will come from. On September 21, 2018, for its annual Purpose Day, the KWT Global NYC team volunteered at the New York Common Pantry to join in on its efforts to reduce hunger throughout the New York City area. The New York Common Pantry’s primary mission is to “work towards the reduction of hunger and food insecurity,” while promoting “dignity and self-sufficiency” for its guests. In the past year, the organization served around 500,000 New Yorkers and distributed over 6 million hot meals. The organization is helping to ensure that no family has to choose between paying their electricity bill or buying groceries. At KWT Global, we are dedicated to continuing our purpose-led mission through serving our community. Working with this dedicated organization was an extremely impactful experience for our team. Volunteering at New York Common Pantry helped put the issue of food insecurity in NYC into perspective. We are grateful that we were able to help contribute to this cause. To volunteer at the New York Common Pantry, visit its website.

KWT Global Acquires Toronto’s Holmes PR

KWT Global, an MDC Partners Inc. agency formerly known as Kwittken, has acquired Toronto-based communications agency Holmes PR.
September 4, 2018
TORONTO, Sept. 4, 2018 -- KWT Global, an MDC Partners Inc. agency formerly known as Kwittken, announced today that it has acquired Toronto-based communications agency Holmes PR. The acquisition takes place immediately, and will expand KWT Global's presence in the Canadian market. In September 1988, Katherine Holmes launched Holmes PR and brings to KWT Global a wealth of experience and relationships. One of the country's premier lifestyle boutique agencies, Holmes PR has many long standing clients including the Art Gallery of Ontario, Aga Khan Museum, AMC Network, Canada's Walk of Fame, Canadian National Exhibition, Cirque du Soleil, The Tenors, Harbourfront Centre, iHeartRadio MMVAs, O'Cannabiz and Grow Up Cannabis Conferences and Expos (Toronto, Vancouver) Scouts Canada,Shaftsbury Films, Sirius XM, Toronto International Boat Show among others. "For 30 years, Holmes PR has been a source of great inspiration and pride, thanks in large part to the diverse clients we've had the pleasure to work with, and the tremendously talented staff who have contributed to our growth and success throughout the years," said Katherine Holmes, President. "I'm now looking forward to combining our depth of knowledge and resources with the KWT Global team and all that it has to offer. I'm confident that the evident synergies between the two companies will create a dynamic force within our industry." Holmes will join KWT Global to lead and support the Toronto office along with nine staff. "KWT has been looking for the right partner to expand our Canadian offering, and we have found it with Holmes PR," says Betsy Cooper, Managing Director, KWT Global.  "They have built an excellent reputation in the arts, culture and entertainment industries, with strong Canadian brands, and we believe this is a great complement to our current experience. We are very happy to have them join us as we continue to grow in Canada." KWT Global entered the Canadian marketplace in 2014, starting with one client — American Express Global Business Travel. The office currently boasts more than a dozen active clients and has won a multitude of awards, including CPRS ACE Awards, IABC OVATION Awards, a Notable Award, and a shortlist mention at the SABRE Awards. On August 1, Kwittken, an MDC Partners Inc. agency, announced its name change to KWT Global. The name change reflects the company's exciting evolution as an integrated agency and marks a deliberate shift towards being known as a global brand strategy agency. About KWT Global

KWT Global is a global brand strategy agency that employs an interdisciplinary, design-thinking approach to marketing and communications. We synthesize the most impactful elements of PR, influencer engagement, social and digital media, and content marketing to help our clients identify and demonstrate their best 'selves.' Headquartered in New York City with offices in London and Toronto, we are a multi-specialist agency serving clients across dozens of industry sectors, including American Express, Amway, Ricoh, Vanguard, Laurel Road, CGI, IRONMAN™, Orangetheory Fitness, Leesa Sleep, frog design, Deloitte, Dataminr, Hisense, Pantone, Park Place Technologies, Quartz and PURE Insurance. KWT Global, formerly known as Kwittken, has been a part of the MDC Partners network since 2010. For more information, visit For more information, please contact: Gage Knox, KWT Global 647.537.7017