Veronica de piante
BAUDON & LANGE
EDWARD SEXTON
TATEOSSIAN
The Brand:
King & McGaw
THE ISSUE:
Paid media efficiency was declining year-on-year, and the channel mix left the business dangerously overexposed to a single acquisition source.
Our Part:
We ran a full diagnostic of the brand's digital ecosystem, then built a three-year multichannel growth plan spanning owned, earned, and paid, overseeing the paid media transition while the in-house team drove owned and earned expansion.
The Impact:
A rebalanced, lower-risk channel mix and a clear multi-year roadmap for sustainable growth across the full digital ecosystem.
YOY Revenue
YOY ROAS
Cost of Sales
King & McGaw has spent over four decades as one of the UK's leading art publishers and print retailers, supplying museums and galleries including Tate, the National Gallery, and MoMA, alongside a growing direct-to-consumer print business. That dual identity - part heritage art publisher, part ecommerce brand - meant growth couldn't be chased through paid media alone; it needed a strategy that reflected the full breadth of how the business acquires and retains customers.
Heur moved King & McGaw away from a paid-media-led growth model, building a structured, multi-year plan that treated owned, earned, and paid as interdependent parts of one system rather than separate levers pulled in isolation.
Rather than treating paid media as a standalone fix, we addressed the underlying structure of how King & McGaw grows - diagnosing what was driving inefficiency, redistributing spend more sensibly across the ecosystem, and setting a three-year direction spanning owned, earned, and paid. The result was a more resilient channel mix and a coordinated path to long-term growth.
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We're a commercial operating partner for ecommerce brands. We embed senior operators into your business to own strategy, trading, paid media and CRM, with solutions crafted around your specific needs.
Product-led DTC brands, generally £1m to £25m+ in ecommerce revenue, with a sweet spot around £10m. The common thread is a strong product and brand looking for the right architecture and delivery mechanisms to scale.
The difference lies in visibility. A channel agency owns one account and answers for that account's metrics. We view channels alongside margin, stock and the customer base. This allows trade-offs to be made holistically, ensuring we answer for the business's bottom line rather than a single channel's performance.
A weekly strategy or trading meeting, always-on Slack access throughout the week, and a deeper monthly review against the roadmap. Everything runs in 30-, 60- and 90-day sprints against a longer-term plan.
Yes – integrating alongside existing teams and agencies is a common operational setup. We provide the senior strategic layer, aligning all internal talent and external partners to a single, unified commercial plan, ensuring seamless execution without disrupting the roles that are already performing well.
It depends on scope. Engagements are priced against ecommerce revenue and complexity rather than a flat rate. Once we understand your turnover and goals, we can put a clear number in front of you.
We're not a design and development agency. We work with a trusted network of development partner agencies to support with clients' dev requirements, and can provide stewardship, project management and commercial strategy support to ensure projects are delivered to their full potential.
