Several agencies across the country celebrated milestones in 2024, as part of our Agency Anniversary series, we sat down with Paulo Salomao, Founder and CEO of King Ursa.
Over the last few years, King Ursa has expanded its client roster into several sectors, including CPG, Fashion, and Alcohol & Spirits. This summer the team celebrated their 10th anniversary.
What prompted you to start the agency?
Paulo - I never really planned on starting an agency. At the time I left Cossette in 2010, I was a bit lost with my own career. I had made giant steps in bridging the gap between traditional and digital advertising but couldn't find an agency I could fit in. At that time, when speaking to friends from my hometown Sao Paulo, I got a sense that the model I was looking for existed already in the Brazilian ad industry and I had to go experience it. After one year, I got back to Toronto better prepared to face the market but this time, I wanted to try it alone, as a freelancer. So out of my garage, I started to consult as a Creative Director, and as the workload increased, I hired more people soon enough I moved out of the garage and realized perhaps an agency was starting. That felt exciting and the rest is history.
Why the name King Ursa?
Paulo - At the beginning, we were experimenting with what a new agency model could even look like so we called ourselves "East End Project" because it was a project and we were located in the east end, away from all other agencies going west. After a few years when the model took shape, we dug inwards to let our fabric define what our name should be. You might have noticed the explanation of the name is nowhere public as we have a rule to only verbally explain what it means. It adds a bit of mystery and if you know what it means, it means you have an "in" or are close enough to know 😉
When did you know you had something?
Paulo - My competitive nature never allowed me to believe I "had something". But I can say it took about 4 years to feel we developed something unique enough to challenge the status quo and service companies in a way that truly made a difference in their bottom line. We matured at the 6-year mark when the pandemic hit. Then, everything changed as it did for most businesses out there.
What was the goal in the first few years?
Paulo - I've always found myself in a constant state of discovery. I love and live by change and the possibility of accomplishing success through unconventional ways. From the beginning, I set up my personal life to never be affected by the ups and downs of the business. From day one, I have never lost the real purpose, or the why of the business.
Did you achieve it?
Paulo - To quote Simon Sinek, I continue to play the infinite game. I don't think in a linear timeframe way. I don't have a plan to sell or retire. I believe I am part of a team moving up the ranks, fighting tooth and nail to play our best game. I'm always open to opportunities and possibilities that will increase our odds of continuing to rise as long as it align with our values, contribute to our principles and aggregate to our core purpose.
What is next for King Ursa?
Paulo - I've taken over the full leadership of the agency in only 2 years and through this time, we have more than than ever been sharpening our unique position in the market. We're about to release the evolution of our USP reflective of that progress supported by a soft brand refresh. On top of that, we're halfway through our own proprietary AI product aimed to optimize the creative process for ad agencies and lastly, evaluating international partnerships (which we can't disclose details yet) as we look for new ways to utilize AI to substantially improve the services we provide to our clients.
King Ursa - Solstice Party Photo Gallery
(click to enlarge)
Does your agency have an upcoming 1 Year, 5, Year, 10, 15 or 20th, let us know and we might feature your agency on Profectio or our sister publication PR In Canada.
