Do your kids hide under the bed at the mere mention of the dentist? Do you have to drag them kicking and screaming to their routine appointments? Or maybe you even put off getting your sensitive tooth checked out because you just can’t bear to sit through another root canal. 

It’s sad, but true: Most kids (and even a few parents) have apprehension about making a trip to the dentist. Fortunately, Pediatric Dental Center of Frederick offers a completely different and disarming experience. Using this insight, The King Agency recently developed this 30-second TV spot, which proves Pediatric Dental Center of Frederick actually makes it fun to see the dentist.

TKA Work

Life back in motion

TKA is pleased to announce the addition of Glen Allen-based G2 Orthopedics to the client roster. As agency of record, TKA will handle all of the creative advertising duties for the orthopedic practice.

G2 Orthopedics is owned by Dr. Goradia, a nationally known expert in arthroscopic surgery and sports medicine with a focus on shoulder and knee conditions. He is Board Certified in Orthopaedic Surgery with a Certificate of Added Qualifications in Sports Medicine. Recently, Dr. Goradia began offering bridge-enhanced ACL repair, a technique that has garnered national attention in recent weeks and could revolutionize treatment for the debilitating knee injury.

TKA will focus efforts on establishing the G2 Orthopedics brand, through tagline development, a radio campaign on WCVE and sports radio, marketing collateral and a comprehensive digital campaign including PPC text ads, display and retargeting ads, search engine optimization (SEO) and social media.

TKA News

Hi-ho Silver!

TKA won two silver awards in the prestigious Summit Creative Awards!

The Summit Creative Awards is an international competition, established by the Summit International Awards (SIA) organization, that rewards creative excellence in the advertising field. Companies and individuals from more than 50 countries and across five continents have participated in the 22-year competition.

This year, over 5,000 entries from 21 countries were submitted. TKA was awarded the following honors:

TKA News

Navigating the Digital Video Landscape


Digital video by the numbers:

  • 400% increase in mobile video views from 2012 to 2014
  • 50% of video views will occur on mobile devices in 2016
  • 50% of U.S. Facebook users watch at least one video per day
  • 6 out of 10 people prefer online video to live TV
  • 8.5 million Millennials use mobile, streaming or gaming devices every minute
  • 1 billion YouTube users (To put that in context, that’s 1/3 of all internet users.)
  • 6 billion Snapchat views per day

Digital video is taking over.

Everyone has a smartphone or tablet, even grandma. YouTube reaches more Millennials and Gen Xers than any broadcast or cable network. Primetime is losing a significant chunk of its Millennial audience, and even those watching aren’t solely focused on the TV. 84.6% of U.S. internet users peruse the internet on their smart devices while they watch TV, according to eMarketer.

The sheer volume of digital video services is expanding rapidly. Premium channels like HBO and Showtime, which were previously only available with bundled cable subscriptions, are now offering standalone subscriptions. Consumers are “cutting the cord” in droves, ditching Comcast and Fios to stream Netflix, Hulu and HBO GO from their smartphones and smart TVs. Who can blame them? We’ve all heard horror stories of dealing with Comcast customer service, and constantly increasing prices for even basic cable make the switch seem like a no-brainer. With the prevalence of digital content, cord-cutting is quickly becoming the practical, even preferred option.

And Millennials aren’t the only ones making the switch. According to a Nielsen study, Boomers are also spending more time on streaming devices, smartphones and gaming consoles. They may not be glued to their devices like Millennials, but the increase in time spent streaming is comparable. Boomers are more digitally savvy than many give them credit for, and you would be remiss to ignore them.

The digital landscape is a constantly moving target.

We already know mobile-optimized content is crucial to this “what I want when I want it and fast” audience. What is changing is how people are consuming digital content, and it’s all about convenience. While well-executed comedy videos often attract high engagement and occasionally virality, they disappear into oblivion just as quickly; however, videos that focus on teaching a skill, whether that’s a fun calligraphy tutorial or how to use your product, can not only be useful to your audience, but they can be repurposed and even provide cost savings in customer service.

Take BuzzFeed for example. BuzzFeed has always excelled at providing highly specific content that connects with niche audiences, and they’re knocking it out of the park with foodie channels Tasty and Proper Tasty. The Tasty pages showcase brief, “snack-sized” cooking videos that are almost therapeutic to watch. Tasty capitalizes on Facebook’s autoplay feature, which starts the video as soon it appears on the viewer’s screen, and you don’t even need sound to get the whole step-by-step cooking tutorial. Proper Tasty, Tasty’s British counterpart, quickly picked up 3.7 million followers and 190 million video views in one month, making it BuzzFeed’s fastest-growing Facebook page.

What does this mean?

Online video will continue to increase in importance. As the market inevitably becomes oversaturated with content, engagement, as well as view completion, will decrease. Shift your dollars to where your audience is. Tailor your content to your audience instead of casting a wide net. Choose the correct channels to deliver your message. For example, viewers watching via a smart TV are more likely to watch longer videos than those watching on social media, so sharing a 5-minute tutorial video on Facebook likely won’t receive high engagement; however, that same video on YouTube might get thousands of views.

The one-size-fits-all approach is dead. Don’t get lost in the clutter.

AD Vice

Award Winning Work

The King Agency received four awards in the annual Aster Awards and one Telly Award.

The Aster Awards is an elite competition recognizing the nation’s most talented healthcare marketing professionals for outstanding excellence in advertising. Entries are judged by a diverse panel of industry experts and published in the Marketing Healthcare Today magazine.

TKA received three Golds and one Silver for its creative work with Sentara Martha Jefferson Hospital.

The Telly Awards honor the very best film and video productions, groundbreaking online video content, and outstanding local, regional, & cable TV commercials and programs. Over 13,000 entries are received annually from the finest ad agencies, production companies, TV stations, cable companies, interactive agencies and corporations in the world.

TKA received one bronze Telly award for its creative work with McGeorge Toyota.

TKA News

TKA Wins Healthcare Awards

The King Agency won four Healthcare Advertising Awards. The Healthcare Advertising Awards is the oldest, largest and most widely respected healthcare advertising awards competition. This year, the 33rd Annual Healthcare Advertising Awards received over 3,700 entries.

The awards are sponsored by Healthcare Marketing Report, the leading publication covering all aspects of healthcare marketing, advertising and strategic business development. A national panel of judges were engaged in reviewing all entries based on creativity, quality, message effectiveness, consumer appeal, graphic design and overall impact. Gold awards were given to 360 entries, Silver awards to 314 entries and Bronze awards to 274 entries.

The King Agency received two Gold, one Silver, and one Merit for its creative work for Sentara Martha Jefferson Hospital

TKA News

Our new waiting room isn’t in our hospital

Emergency rooms aren’t known for quick service. And if you’re a low-acuity patient in a packed ER, you could be waiting awhile for treatment. According to the Centers for Disease Control and Prevention, the average ER wait time is 30 minutes, and treatment time can take over 90 minutes. That’s at least two stressful hours spent in the ER. What if there was a way to avoid being crammed in a waiting room?

Convenient and comfortable emergency care

Sentara Martha Jefferson Hospital implemented new technology that allows people with non-life threatening emergencies to check-in to the ER online and select an estimated treatment time from the comfort of their home. With online ER check-in, powered by InQuicker, patients experiencing ailments such as flu symptoms, minor gashes or upset stomachs can lie in their own bed or watch TV at home while they wait for their appointment.

Wait from home not at the hospital.

Using the insight that the most painful part of an ER trip often isn’t the illness or injury, but the waiting, The King Agency developed creative for the campaign around the relative comfort of waiting from home. The ads feature the headlines “our new waiting room isn’t in our hospital” and “wait at home not at the hospital. The King Agency executed print ads, digital display ads, a radio spot, a landing page and POS materials for the InQuicker campaign.

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TKA Work

Spring cleaning

You may have noticed Google’s search engine results pages look a lot less cluttered. Google did a little “spring cleaning,” removing paid-search ads from the right-hand column. This change will allow users to search seamlessly across various devices.

So what does this change mean for advertisers?

Though Google added an additional ad to the top of the page, it’s a major decrease in ad space, reducing the total number of text ads to 7 versus the previous 11. Moving forward, only 4 text ads will be displayed above search results. The good news for consumers is the change will boost page position for relevant ads, which will ultimately increase click-through rates for those ads; however, organic search results will be pushed below the fold on many devices. For advertisers, this reduction in ad space will increase competition for ad space, and even campaigns with great page position will see their impression share drop.

 How can advertisers adjust?

Monitor your campaign performance each month (which you should already be doing!) With an increase in competition for limited ad space, bid adjustments may need to be made to get better page position. Review your ad positions and cost per click, adjusting as necessary. Most importantly – write effective ads. The more relevant your ads are to users, the more prominently they will be displayed in search engine results pages, and prominent ads produce higher click-through rates.

Can’t increase your budget? Boost your organic search rankings by focusing on SEO. Regularly adding relevant content to your website will help deliver more traffic and improve search engine visibility.


Don’t understand these changes? Need to revamp your SEM strategy? Let us help you.

AD Vice

Digital Help Wanted

The King Agency is seeking a full-time in-house Web Developer. Must work out of our Richmond office. Candidate should have 2-4 years of experience programming websites and other digital marketing vehicles.


Develop websites ensuring strong optimization and functionality
Proficient with core web technologies like HTML, XML, CSS, JavaScript and PHP.
Good database knowledge especially SQL Server or MySQL
Needs to be proficient in programming for Parallax and Responsive designs.
Experience with open source CMS platforms like WordPress
Needs to be organized and able to multitask
Confirming requirements, developing and testing client websites
Manage product deliverables to targeted dates
Offer insight to creative team
Develop HTML emails using Constant Contact
Manage hosting options


Minimum of 2-year degree in a computer-related field
(computer science/programming)

Knowledge and skills

Monitor site technical performance and web server
Understanding web standards & browser/platform compatibility issues
Attention to pixel perfect detail
Familiarity with Flash development and Flash ActionScript is a plus
Ability to give estimates on work required
Ability to communicate timelines effectively
Ability to handle multiple projects at the same time
Exceptional attention to detail and a never-ending passion for learning new technologies

Compensation and Benefits

The King Agency offers a competitive benefits package including health care, retirement match, paid vacation and personal time. The salary range for this position will vary depending on experience and skills outlined above.


Breaking the fourth wall

A year ago, I didn’t even know who Deadpool was. (And I’m not the only one.) That all changed when Ryan Reynolds tweeted a teaser photo in his Deadpool suit à la naked Burt Reynolds on a bearskin rug.

Screen shot 2016-03-01 at 8.50.28 AM

By now you are familiar, if you weren’t already, with the Deadpool movie. If you have no idea what I’m talking about, you probably haven’t tuned into TV or social media over the past 6 months. Deadpool’s marketing team saturated every platform imaginable — social media, emojis, billboards, email newsletters, TV cameos, talk show appearances, click bait ads, Comic-Con, Pornhub, 3-hour long blocks of only Deadpool ads on five networks, timely holiday-related ads, and even Tinder. Yes, Deadpool had his own Tinder profile. Because who wouldn’t swipe right for Deadpool’s witty charm and muscly spandex suit? (The answer is no one.)

Deadpool’s marketing team pushed the envelope of traditional movie marketing, exploiting their protagonist’s vulgar, comedic demeanor to promote the film in unconventional ways. Unlike typical Marvel superhero movies, 20th Century Fox primarily used the irreverent, anti-hero Deadpool character to promote himself by breaking the fourth wall and speaking directly to viewers rather than utilizing typical superhero movie-based promotions. And Deadpool didn’t hold back.

It was a risky strategy, but the loud, in-your-face marketing tactics paid off. Deadpool raked in over $152 million in its opening weekend and broke numerous records, including biggest opening ever for an R-rated movie, despite being released in February, which is often considered a “dump month” for less successful movies.

So what can we learn from Deadpool’s marketing team? Stay true to your brand, or in Deadpool’s case, your main character. Be fresh. Nothing turns consumers off quite like overdone, unoriginal content. And above all — completely understand your brand and what you’re trying to sell.

AD Vice