The Kite Factory Limited
Annual Report and Financial Statements
For the year ended 31 December 2024
Company Registration No. 08928839 (England and Wales)
The Kite Factory Limited
Company Information
Directors
M Colling
A Smith
(Appointed 23 March 2024)
Company number
08928839
Registered office
Second Floor
55 New Oxford Street
London
England
WC1A 1BS
Auditor
Moore Kingston Smith LLP
Charlotte Building
17 Gresse Street
London
W1T 1QL
The Kite Factory Limited
Contents
Page
Strategic report
1 - 2
Directors' report
3 - 6
Independent auditor's report
7 - 10
Statement of income and retained earnings
11
Balance sheet
12
Notes to the financial statements
13 - 26
The Kite Factory Limited
Strategic Report
For the year ended 31 December 2024
Page 1

The directors present the strategic report for the year ended 31 December 2024.

Review of Business

The results for the year are shown in the annexed financial statements.

2024 was another good year for the business, winning 14 new accounts, we won 6 awards and were shortlisted 10 times, retained IPA CPD Platinum and increased both income and EBITDA.

We continued our investment in measurement technology to enhance our FlightDeck platform, we also expanded our Ascend consultancy offering and continue to evaluate and implement smart AI solutions into our offering.

The business measures gross profit and EBITDA before non-recurring expenditure as its key performance indicators. Gross profit was £9.763m (2023: £8.991m) and EBITDA before non- recurring expenditure was £1.384m (2023: £0.647m).

The first half of 2025 has been challenging but pleasing for the business. It is broadly acknowledged there has been uncertainty in the advertising market which makes attaining and retaining business difficult. TKF, however, has had its best Q1 on record from an income perspective and has kept a strong new business pipeline.

In H1, we have onboarded nine new clients, with another nine live pitch opportunities at the time of writing. Most pleasingly, these were all clients that came to us via inbound opportunities; this is an indication that the investment we have made in our new business and marketing efforts over the last two years is bearing fruit. The outlook for the year ahead remains cautiously optimistic.

Principal risks and uncertainties

In common with others in the advertising and media sector, the principal risk is dynamic and changing markets. Other risks identified are: attracting and retaining key employees, competition in the industry, cost inflation and legislative changes.

TKF has no significant concentration of credit risk, with our exposure spread over a number of clients, no external debt and the FX risk is low. Our greatest financial risk would be from external market conditions and changes in legislation.

Key performance indicators

Key financial performance indicators include the monitoring and management of profitability, staff costs and working capital

Financial Data | 2024 | 2023 | Measure
Staff Numbers | 99 | 98 |
Current Ratio | 1.27 | 1.25 | Current assets: current liabilities
Operating Profit Margin | 13.57% | 3.6% | Operating profit Gross Profit
Staff Cost Ratio | 65.97% | 69.08% | Employment costs/ Gross Profit

The Kite Factory Limited
Strategic Report (Continued)
For the year ended 31 December 2024
Page 2
Promoting the success of the company

In accordance with Section 172 of the UK Companies Act 2006, the Directors of TKF, like all UK companies, are required to act in a way that promotes the success of the company while considering the interests of its stakeholders.

During the year, TKF undertook a reorganisation of its senior reporting structure to enhance the flow of information between management and employees. This restructuring has facilitated more effective communication, enabling improved feedback mechanisms between employees and shareholders. As a result, TKF has strengthened its ability to communicate key decisions across the business and assess their broader impact.

In recognition of our commitment to environmental and social responsibility, TKF was awarded a bronze certification by EcoVadis, an independent organisation that evaluates companies against key Environmental, Social, and Governance (ESG) performance indicators.

To support fair and balanced decision-making, TKF continues to maintain the appointment of a Non-Executive Chairman at Board level, ensuring independent oversight and governance.

All newly appointed Directors receive a comprehensive induction, including a detailed briefing on their statutory duties. The Board remains committed to upholding the highest standards of corporate governance, operating the business responsibly and in alignment with its core values.

As part of their induction, a Director is briefed on their duties so that they can fulfil their duties. As the Board of Directors, our intention is to behave responsibly and ensure that management operate the business in a responsible manner, operating within the high standards of business conduct.

On behalf of the board

M Colling
Director
5 September 2025
The Kite Factory Limited
Directors' Report
For the year ended 31 December 2024
Page 3

The directors present their annual report and financial statements for the year ended 31 December 2024.

Principal activities

The Kite Factory Limited is an independent media planning & buying agency with a focus on audience insight, media channel consumption and measurement. We apply this expertise to a range of sectors from charities to for-profit-businesses to quantifiably grow their revenues.

Results and dividends

The results for the year are set out on page 8.

No ordinary dividends were paid. The directors do not recommend payment of a final dividend.

Directors

The directors who held office during the year and up to the date of signature of the financial statements were as follows:

M Colling
R Trust
(Resigned 23 March 2024)
A Smith
(Appointed 23 March 2024)
Risk management

We effectively identify, evaluate, manage and mitigate the risks we face.

The management team has identified some potential risks normally associated with media agencies in fast-paced changing markets. Some, such as innovation, service levels and staffing, are specific risks that require specific, identified actions to mitigate their effects. Others, such as the impact of competition, are areas addressed through strategic planning and operational management processes. Financial risk e.g. credit risk is managed via insurance. Cash Management processes are thorough and treasury deposits make the best use of free cash.

Our People

TKF are committed to putting our people first. Our B ehaviours People are the heart of our business. We aim to be a responsible employer in our approach to pay and benefits. The health, safety and well-being of our employees is one of our primary considerations in the way we do business.

We conduct regular pulse surveys so our employees are able to engage with us and feedback. Our policy is to consult and discuss matters likely to affect employees interests in individual meetings, small workshops or via our regular whole company gatherings.

Our business relationships with customers, suppliers and others

We develop and maintain strong client relationships. We value our suppliers and commit to all contract terms responsibly. We manage our relationships well to ensure we can deliver on our strategy.

Community and environment

Our plans take into account the impact of the company's operations on the community and environment and our wider social responsibilities. TKF’s approach is to consider both our ethical and environmental responsibility when conducting business.

The Kite Factory Limited
Directors' Report (Continued)
For the year ended 31 December 2024
Page 4
Disabled persons

Applications for employment by disabled persons are treated fairly. In the event of members of staff becoming disabled, every effort is made to ensure that their employment within the company continues and that the appropriate training is arranged. It is the policy of the company that the training, career development and promotion of disabled persons should, as far as possible, be identical to that of other employees.

Auditor

In accordance with the company's articles, a resolution proposing that Moore Kingston Smith LLP be reappointed as auditor of the company will be decided in a future board meeting.

Energy and carbon report

This report represents the greenhouse gas (“GHG”) emission quantified by the business for the financial year ending.

The report has been prepared under the Companies (Directors’ report) and Limited Liability Partnerships (Energy and Carbon Report) Regulations 2018, under which we are required to disclose our UK Energy use and associated GHG emissions. Specifically, we are required to report UK energy usage and emission derived from purchased electricity, gas and transport.

UK GHG emissions: | 2024 (Kgs CO2e)
Scope 1 | [N/A]
Scope 2 – Location-based | [8,906]
Scope 2 – Market-based | [N/A]
Scope 3 | [N/A]
Total Location-based emissions | [8,906]
Kgs CO2e / Sq. ft. | [1.80]
Kgs CO2e / £m Revenues | [0.0001]
Energy consumed in UK operations: | (kWh)
Fuel combustion: natural gas | [0]
Purchased electricity | [43,015]
Total | [43,015]

The Kite Factory Limited
Directors' Report (Continued)
For the year ended 31 December 2024
Page 5
Methodology

The report has been prepared in reference to the GHG Protocol Corporate Standard. An ‘operational control’ approach has been used to define the GHG emissions boundary. This approach captures emissions associated with the operation of all buildings and, to the extent required under the reporting scope, business travel.

Emissions have been calculated using the conversion factors published by the UK Government on 30 th October 2024. This is the first year TKF are compiling this report and so 2024 will be our baseline for measuring improvements going forward. Please note that in 2024 we required staff in the office 8 days a month but in April 2025 this has increased to 12 days a month so we would anticipate this having an impact on our purchased electricity in 2025.

The Kite Factory has one office based in London that is in a serviced building. Electricity usage has been measured via invoices from the building management company with reading dated 2 nd January 2025 and 2 nd January 2024. We do not have information on the supplier so we have used the Scope 2 UK electricity conversion factor:

Activity | Country | Unit | Year | kg CO 2 e
Electricity generated | Electricity: UK | kWh | 2024 | 0.20705

We do not receive any invoices for gas. We do not have any company cars. Our office is approximately 4,950 ft 2 and our turnover at time of reporting was £69,123,174 for 2024.

Measures taken to improve energy efficiency

The Company has taken steps to improve the energy efficiency of its operations and reduce its carbon footprint. The actions taken include:

- We no longer employ couriers to deliver or transport laptops and equipment to and from new starters and leavers, staff must come into the office

- Increased recycling bins in the office and increased the signage in the office

- Donating old laptops to a charity for re-purposing

- LED lights where possible

- Supplier database updated with supplier sustainability credentials so that we can make informed recommendations

- Ecovadis certification in progress

- Signed up to the IPA media climate charter

- Signed up to clean creatives pledge

- Participating in the IPA carbon calculator re-development

The Kite Factory Limited
Directors' Report (Continued)
For the year ended 31 December 2024
Page 6
Statement of directors' responsibilities

The directors are responsible for preparing the annual report and the financial statements in accordance with applicable law and regulations.

Company law requires the directors to prepare financial statements for each financial year. Under that law the directors have elected to prepare the financial statements in accordance with United Kingdom Generally Accepted Accounting Practice (United Kingdom Accounting Standards and applicable law). Under company law the directors must not approve the financial statements unless they are satisfied that they give a true and fair view of the state of affairs of the company and of the profit or loss of the company for that period. In preparing these financial statements, the directors are required to:

- select suitable accounting policies and then apply them consistently;

- make judgements and accounting estimates that are reasonable and prudent;

- state whether applicable UK Accounting Standards have been followed, subject to any material departures disclosed and explained in the financial statements;

- prepare the financial statements on the going concern basis unless it is inappropriate to presume that the company will continue in business.

The directors are responsible for keeping adequate accounting records that are sufficient to show and explain the company’s transactions and disclose with reasonable accuracy at any time the financial position of the company and enable them to ensure that the financial statements comply with the Companies Act 2006. They are also responsible for safeguarding the assets of the company and hence for taking reasonable steps for the prevention and detection of fraud and other irregularities.

Statement of disclosure to auditor

So far as each person who was a director at the date of approving this report is aware, there is no relevant audit information of which the company’s auditor is unaware. Additionally, the directors individually have taken all the necessary steps that they ought to have taken as directors in order to make themselves aware of all relevant audit information and to establish that the company’s auditor is aware of that information.

On behalf of the board
M Colling
Director
5 September 2025
The Kite Factory Limited
Independent Auditor's Report
To the Members of The Kite Factory Limited
Page 7
Opinion

We have audited the financial statements of The Kite Factory Limited (the 'company') for the year ended 31 December 2024 which comprise the Statement of Income and Retained Earnings, the Balance Sheet and notes to the financial statements, including significant accounting policies. The financial reporting framework that has been applied in their preparation is applicable law and United Kingdom Accounting Standards, including FRS 102 The Financial Reporting Standard applicable in the UK and Republic of Ireland (United Kingdom Generally Accepted Accounting Practice).

In our opinion the financial statements:

- give a true and fair view of the state of the company's affairs as at 31 December 2024 and of its profit for the year then ended;

- have been properly prepared in accordance with United Kingdom Generally Accepted Accounting Practice; and

- have been prepared in accordance with the requirements of the Companies Act 2006.

Basis for opinion

We conducted our audit in accordance with International Standards on Auditing (UK) (ISAs (UK)) and applicable law. Our responsibilities under those standards are further described in the Auditor's responsibilities for the audit of the financial statements section of our report. We are independent of the company in accordance with the ethical requirements that are relevant to our audit of the financial statements in the UK, including the FRC’s Ethical Standard, and we have fulfilled our other ethical responsibilities in accordance with these requirements. We believe that the audit evidence we have obtained is sufficient and appropriate to provide a basis for our opinion.

Conclusions relating to going concern

In auditing the financial statements, we have concluded that the directors' use of the going concern basis of accounting in the preparation of the financial statements is appropriate.

Based on the work we have performed, we have not identified any material uncertainties relating to events or conditions that, individually or collectively, may cast significant doubt on the company's ability to continue as a going concern for a period of at least twelve months from when the financial statements are authorised for issue.

Our responsibilities and the responsibilities of the directors with respect to going concern are described in the relevant sections of this report.

Other information

The other information comprises the information included in the annual report, other than the financial statements and our auditor's report thereon. The directors are responsible for the other information contained within the annual report. Our opinion on the financial statements does not cover the other information and, except to the extent otherwise explicitly stated in our report, we do not express any form of assurance conclusion thereon.

Our responsibility is to read the other information and, in doing so, consider whether the other information is materially inconsistent with the financial statements or our knowledge obtained in the course of the audit, or otherwise appears to be materially misstated. If we identify such material inconsistencies or apparent material misstatements, we are required to determine whether this gives rise to a material misstatement in the financial statements themselves. If, based on the work we have performed, we conclude that there is a material misstatement of this other information, we are required to report that fact.

We have nothing to report in this regard.

The Kite Factory Limited
Independent Auditor's Report (Continued)
To the Members of The Kite Factory Limited
Page 8

Opinions on other matters prescribed by the Companies Act 2006

In our opinion, based on the work undertaken in the course of our audit:

- the information given in the Strategic Report and the Directors' R eport for the financial year for which the financial statements are prepared is consistent with the financial statements; and

- the Strategic Report and the Directors' Report have been prepared in accordance with applicable legal requirements.

Matters on which we are required to report by exception

In the light of the knowledge and understanding of the company and its environment obtained in the course of the audit, we have not identifie d material misstatements in the Strategic Report or the Directors' R eport.

We have nothing to report in respect of the following matters in relation to which the Companies Act 2006 requires us to report to you if, in our opinion:

- adequate accounting records have not been kept, or returns adequate for our audit have not been received from branches not visited by us; or

- the financial statements are not in agreement with the accounting records and returns; or

- certain disclosures of directors' remuneration specified by law are not made; or

- we have not received all the information and explanations we require for our audit.

Responsibilities of directors

As explained more fully in the Directors' R esponsibilities S tatement, the directors are responsible for the preparation of the financial statements and for being satisfied that they give a true and fair view, and for such internal control as the directors determine is necessary to enable the preparation of financial statements that are free from material misstatement, whether due to fraud or error.

In preparing the financial statements, the directors are responsible for assessing the company's ability to continue as a going concern, disclosing, as applicable, matters related to going concern and using the going concern basis of accounting unless the directors either intend to liquidate the company or to cease operations, or have no realistic alternative but to do so.

The Kite Factory Limited
Independent Auditor's Report (Continued)
To the Members of The Kite Factory Limited
Page 9
Auditor's responsibilities for the audit of the financial statements

Our objectives are to obtain reasonable assurance about whether the financial statements as a whole are free from material misstatement, whether due to fraud or error, and to issue an auditor's report that includes our opinion. Reasonable assurance is a high level of assurance but is not a guarantee that an audit conducted in accordance with ISAs (UK) will always detect a material misstatement when it exists. Misstatements can arise from fraud or error and are considered material if, individually or in the aggregate, they could reasonably be expected to influence the economic decisions of users taken on the basis of these financial statements.

As part of an audit in accordance with ISAs (UK) we exercise professional judgement and maintain professional scepticism throughout the audit. We also:

- Identify and assess the risks of material misstatement of the financial statements, whether due to fraud or error, design and perform audit procedures responsive to those risks, and obtain audit evidence that is sufficient and appropriate to provide a basis for our opinion. The risk of not detecting a material misstatement resulting from fraud is higher than for one resulting from error, as fraud may involve collusion, forgery, intentional omissions, misrepresentations, or the override of internal control.

- Obtain an understanding of internal control relevant to the audit in order to design audit procedures that are appropriate in the circumstances, but not for the purposes of expressing an opinion on the effectiveness of the company’s internal control.

- Evaluate the appropriateness of accounting policies used and the reasonableness of accounting estimates and related disclosures made by the directors.

- Conclude on the appropriateness of the directors’ use of the going concern basis of accounting and, based on the audit evidence obtained, whether a material uncertainty exists related to events or conditions that may cast significant doubt on the company’s ability to continue as a going concern. If we conclude that a material uncertainty exists, we are required to draw attention in our auditor’s report to the related disclosures in the financial statements or, if such disclosures are inadequate, to modify our opinion. Our conclusions are based on the audit evidence obtained up to the date of our auditor’s report. However, future events or conditions may cause the company to cease to continue as a going concern.

- Evaluate the overall presentation, structure and content of the financial statements, including the disclosures, and whether the financial statements represent the underlying transactions and events in a manner that achieves fair presentation.

We communicate with those charged with governance regarding, among other matters, the planned scope and timing of the audit and significant audit findings, including any significant deficiencies in internal control that we identify during our audit.

The Kite Factory Limited
Independent Auditor's Report (Continued)
To the Members of The Kite Factory Limited
Page 10

Explanation as to what extent the audit was considered capable of detecting irregularities, including fraud

Irregularities, including fraud, are instances of non-compliance with laws and regulations. We design procedures in line with our responsibilities, outlined above, to detect material misstatements in respect of irregularities, including fraud. The extent to which our procedures are capable of detecting irregularities, including fraud is detailed below.

The objectives of our audit in respect of fraud, are; to identify and assess the risks of material misstatement of the financial statements due to fraud; to obtain sufficient appropriate audit evidence regarding the assessed risks of material misstatement due to fraud, through designing and implementing appropriate responses to those assessed risks; and to respond appropriately to instances of fraud or suspected fraud identified during the audit. However, the primary responsibility for the prevention and detection of fraud rests with both management and those charged with governance of the company.

Our approach was as follows:

- We obtained an understanding of the legal and regulatory requirements applicable to the company and considered that the most significant are the Companies Act 2006, UK financial reporting standards as issued by the Financial Reporting Council, and UK taxation legislation.

- We obtained an understanding of how the company complies with these requirements by discussions with management and those charged with governance.

- We assessed the risk of material misstatement of the financial statements, including the risk of material misstatement due to fraud and how it might occur, by holding discussions with management and those charged with governance.

- We inquired of management and those charged with governance as to any known instances of non-compliance or suspected non-compliance with laws and regulations.

- Based on this understanding, we designed specific appropriate audit procedures to identify instances of non-compliance with laws and regulations. This included making enquiries of management and those charged with governance and obtaining additional corroborative evidence as required.

There are inherent limitations in the audit procedures described above. We are less likely to become aware of instances of non-compliance with laws and regulations that are not closely related to events and transactions reflected in the financial statements. Also, the risk of not detecting a material misstatement due to fraud is higher than the risk of not detecting one resulting from error, as fraud may involve deliberate concealment by, for example, forgery or intentional misrepresentations, or through collusion.

Use of our report

This report is made solely to the company's members, as a body, in accordance with Chapter 3 of Part 16 of the Companies Act 2006. Our audit work has been undertaken so that we might state to the company's members those matters we are required to state to them in an auditor's report and for no other purpose. To the fullest extent permitted by law, we do not accept or assume responsibility to anyone other than the company and the company's members as a body, for our audit work, for this report, or for the opinions we have formed.

Esther Carder
Senior Statutory Auditor
for and on behalf of Moore Kingston Smith LLP
5 September 2025
Chartered Accountants
Statutory Auditor
Charlotte Building
17 Gresse Street
London
W1T 1QL
The Kite Factory Limited
Statement of Income and Retained Earnings
For the year ended 31 December 2024
Page 11
2024
2023
as restated
Notes
£
£
Turnover
3
69,123,174
63,167,881
Cost of sales
(59,360,078)
(54,177,329)
Gross profit
9,763,096
8,990,552
Administrative expenses
(8,437,920)
(8,665,631)
Operating profit
4
1,325,176
324,921
Interest receivable and similar income
8
168,114
107,536
Interest payable and similar expenses
9
(68,679)
-
0
Profit before taxation
1,424,611
432,457
Tax on profit
10
(83,772)
(177,146)
Profit for the financial year
1,340,839
255,311
Retained earnings brought forward
2,584,949
2,058,834
Retained earnings carried forward
3,654,984
2,314,145

The Profit and Loss Account has been prepared on the basis that all operations are continuing operations.

The Kite Factory Limited
Balance Sheet
As at 31 December 2024
Page 12
2024
2023
as restated
Notes
£
£
£
£
Fixed assets
Intangible assets
11
122,689
-
0
Tangible assets
12
77,224
82,347
199,913
82,347
Current assets
Debtors
13
20,484,609
18,216,109
Cash at bank and in hand
3,584,799
2,726,231
24,069,408
20,942,340
Creditors: amounts falling due within one year
14
(18,614,298)
(16,778,282)
Net current assets
5,455,110
4,164,058
Total assets less current liabilities
5,655,023
4,246,405
Creditors: amounts falling due after more than one year
15
(1,999,039)
(1,931,260)
Net assets
3,655,984
2,315,145
Capital and reserves
Called up share capital
18
1,000
1,000
Profit and loss reserves
3,654,984
2,314,145
Total equity
3,655,984
2,315,145
The financial statements were approved by the board of directors and authorised for issue on 5 September 2025 and are signed on its behalf by:
M Colling
Director
Company Registration No. 08928839
The Kite Factory Limited
Notes to the Financial Statements
For the year ended 31 December 2024
Page 13
1
Accounting policies
Company information

The Kite Factory Limited is a private company limited by shares incorporated in England and Wales. The registered office is Second Floor, 55 New Oxford Street, London, England, WC1A 1BS.

1.1
Accounting convention

These financial statements have been prepared in accordance with FRS 102 “The Financial Reporting Standard applicable in the UK and Republic of Ireland” (“FRS 102”) and the requirements of the Companies Act 2006.

The financial statements are prepared in sterling, which is the functional currency of the company. Monetary a mounts in these financial statements are rounded to the nearest £.

The financial statements have been prepared under the historical cost convention. The principal accounting policies adopted are set out below.

This company is a qualifying entity for the purposes of FRS 102, being a member of a group where the parent of that group prepares publicly available consolidated financial statements, including this company, which are intended to give a true and fair view of the assets, liabilities, financial position and profit or loss of the group. T he company has therefore taken advantage of e xemptions from the following disclosure requirements:

- Section 7 ‘Statement of Cash Flows’: Presentation of a statement of cash flow and related notes and disclosures;

- Section 11 ‘Basic Financial Instruments’ and Section 12 ‘Other Financial Instrument Issues: Interest income/expense and net gains/losses for financial instruments not measured at fair value; basis of determining fair values; details of collateral, loan defaults or breaches, details of hedges, hedging fair value changes recognised in profit or loss and in other comprehensive income;

- Section 26 ‘Share based Payment’: Share-based payment expense charged to profit or loss, reconciliation of opening and closing number and weighted average exercise price of share options, how the fair value of options granted was measured, measurement and carrying amount of liabilities for cash-settled share-based payments, explanation of modifications to arrangements;

- Section 33 ‘Related Party Disclosures’: Compensation for key management personnel.

The financial statements of the company are consolidated in the financial statements of WHCO3 Limited. These consolidated financial statements are available from its registered office, 55 New Oxford Street, London, WC1A 1BS.

1.2
Going concern

A true t the time of approving the financial statements, t he directors have a reasonable expectation that the company has adequate resources to continue in operational existence for the foreseeable future. Thus t he directors continue to adopt the going concern basis of accounting in preparing the financial statements.

1.3
Turnover

Turnover represents the value of gross billings, net of VAT, discounts and fair value to the right to consideration in exchange for the performance of its contractual obligations of work carried out in respect of services provided to customers.

The Kite Factory Limited
Notes to the Financial Statements (Continued)
For the year ended 31 December 2024
1
Accounting policies
(Continued)
Page 14

Commissions are recognised as income when the related media is aired. Fees are recognised as income when they are earned in accordance with the contractual agreement with the client. Where revenue has been earned before the end of an accounting period but has not been billed, revenue is accrued into the financial statements.

1.4
Intangible fixed assets - goodwill

Acquired goodwill is written off in equal annual instalments over its estimated useful economic life of 10 years.

1.5
Intangible fixed assets other than goodwill

Intangible assets acquired separately from a business are recognised at cost and are subsequently measured at cost less accumulated amortisation and accumulated impairment losses.

Amortisation is recognised so as to write off the cost or valuation of assets less their residual values over their useful lives on the following bases:

Software
33.3% straight line
1.6
Tangible fixed assets

Tangible fixed assets are initially measured at cost and subsequently measured at cost or valuation, net of depreciation and any impairment losses.

Depreciation is recognised so as to write off the cost or valuation of assets less their residual values over their useful lives on the following bases:

Plant and machinery
14% - 33.3% straight line

The gain or loss arising on the disposal of an asset is determined as the difference between the sale proceeds and the carrying value of the asset, and is credited or charged to profit or loss.

1.7
Impairment of fixed assets

At each reporting period end date, the company reviews the carrying amounts of its tangible and intangible assets to determine whether there is any indication that those assets have suffered an impairment loss. If any such indication exists, the recoverable amount of the asset is estimated in order to determine the extent of the impairment loss (if any). Where it is not possible to estimate the recoverable amount of an individual asset, the company estimates the recoverable amount of the cash-generating unit to which the asset belongs.

Recoverable amount is the higher of fair value less costs to sell and value in use. In assessing value in use, the estimated future cash flows are discounted to their present value using a pre-tax discount rate that reflects current market assessments of the time value of money and the risks specific to the asset for which the estimates of future cash flows have not been adjusted.

If the recoverable amount of an asset (or cash-generating unit) is estimated to be less than its carrying amount, the carrying amount of the asset (or cash-generating unit) is reduced to its recoverable amount. An impairment loss is recognised immediately in profit or loss, unless the relevant asset is carried at a revalued amount, in which case the impairment loss is treated as a revaluation decrease.

The Kite Factory Limited
Notes to the Financial Statements (Continued)
For the year ended 31 December 2024
1
Accounting policies
(Continued)
Page 15

Recognised impairment losses are reversed if, and only if, the reasons for the impairment loss have ceased to apply. Where an impairment loss subsequently reverses, the carrying amount of the asset (or cash-generating unit) is increased to the revised estimate of its recoverable amount, but so that the increased carrying amount does not exceed the carrying amount that would have been determined had no impairment loss been recognised for the asset (or cash-generating unit) in prior years. A reversal of an impairment loss is recognised immediately in profit or loss, unless the relevant asset is carried at a revalued amount, in which case the reversal of the impairment loss is treated as a revaluation increase.

1.8
Cash and cash equivalents

Cash at bank and in hand are basic financial assets and include cash in hand, deposits held at call with banks, other short-term liquid investments with original maturities of three months or less, and bank overdrafts.

1.9
Financial instruments

The company has elected to apply the provisions of Section 11 ‘Basic Financial Instruments’ and Section 12 ‘Other Financial Instruments Issues’ of FRS 102 to all of its financial instruments.

Financial instruments are recognised in the company's balance sheet when the company becomes party to the contractual provisions of the instrument.

Financial assets and liabilities are offset, with the net amounts presented in the financial statements, when there is a legally enforceable right to set off the recognised amounts and there is an intention to settle on a net basis or to realise the asset and settle the liability simultaneously.

Basic financial assets

Basic financial assets, which include debtors and cash and bank balances, are initially measured at transaction price including transaction costs and are subsequently carried at amortised cost using the effective interest method unless the arrangement constitutes a financing transaction, where the transaction is measured at the present value of the future receipts discounted at a market rate of interest. Financial assets classified as receivable within one year are not amortised.

Other financial assets

Other financial assets, including investments in equity instruments which are not subsidiaries, associates or joint ventures, are initially measured at fair value, which is normally the transaction price. Such assets are subsequently carried at fair value and the changes in fair value are recognised in profit or loss, except that investments in equity instruments that are not publicly traded and whose fair values cannot be measured reliably are measured at cost less impairment.

Impairment of financial assets

Financial assets, other than those held at fair value through profit and loss, are assessed for indicators of impairment at each reporting end date.

Financial assets are impaired where there is objective evidence that, as a result of one or more events that occurred after the initial recognition of the financial asset, the estimated future cash flows have been affected. If an asset is impaired, the impairment loss is the difference between the carrying amount and the present value of the estimated cash flows discounted at the asset’s original effective interest rate. The impairment loss is recognised in profit or loss.

If there is a decrease in the impairment loss arising from an event occurring after the impairment was recognised, the impairment is reversed. The reversal is such that the current carrying amount does not exceed what the carrying amount would have been, had the impairment not previously been recognised. The impairment reversal is recognised in profit or loss.

The Kite Factory Limited
Notes to the Financial Statements (Continued)
For the year ended 31 December 2024
1
Accounting policies
(Continued)
Page 16
Derecognition of financial assets

Financial assets are derecognised only when the contractual rights to the cash flows from the asset expire or are settled, or when the company transfers the financial asset and substantially all the risks and rewards of ownership to another entity, or if some significant risks and rewards of ownership are retained but control of the asset has transferred to another party that is able to sell the asset in its entirety to an unrelated third party.

Basic financial liabilities

Basic financial liabilities, including creditors, bank loans, loans from fellow group companies and preference shares that are classified as debt, are initially recognised at transaction price unless the arrangement constitutes a financing transaction, where the debt instrument is measured at the present value of the future paymen ts discounted at a market rate of interest. Financial liabilities classified as payable within one year are not amortised.

Debt instruments are subsequently carried at amortised cost, using the effective interest rate method.

Trade creditors are obligations to pay for goods or services that have been acquired in the ordinary course of business from suppliers. A m ounts payable are classified as current liabilities if payment is due within one year or less. If not, they are presented as non-current liabilities. Trade creditors are recognised initially at transaction price and subsequently measured at amortised cost using the effective interest method.

Other financial liabilities

Derivatives, including interest rate swaps and forward foreign exchange contracts, are not basic financial instruments. Derivatives are initially recognised at fair value on the date a derivative contract is entered into and are s ubsequently re-measured at their fair value. Changes in the fair value of derivatives are recognised in profit or loss in finance costs or finance income as appropriate, unless hedge accounting is applied and the hedge is a cash flow hedge.

Debt instruments that do not meet the conditions in FRS 102 paragraph 11.9 are subsequently measured at fair value through profit or loss. Debt instruments may be designated as being measured at fair value th r ough profit or loss to eliminate or reduce an accounting mismatch or if the instruments are measured and their performance evaluated on a fair value basis in accordance with a documented risk management or investment strategy.

Derecognition of financial liabilities

Financial liabilities are derecognised when the company’s contractual obligations expire or are discharged or cancelled.

1.10
Equity instruments

Equity instruments issued by the company are recorded at the proceeds received, net of transaction costs. Dividends payable on equity instruments are recognised as liabilities once they are no longer at the discretion of the company.

1.11
Taxation

The tax expense represents the sum of the tax currently payable and deferred tax.

The Kite Factory Limited
Notes to the Financial Statements (Continued)
For the year ended 31 December 2024
1
Accounting policies
(Continued)
Page 17
Current tax

The tax currently payable is based on taxable profit for the year. Taxable profit differs from net profit as reported in the profit and loss account because it excludes items of income or expense that are taxable or deductible in other years and it further excludes items that are never taxable or deductible. The company’s liability for current tax is calculated using tax rates that have been enacted or substantively enacted by the reporting end date.

Deferred tax

These financial statements for the year ended 31 December 2024 are the first financial statements of The Kite Factory Limited prepared in accordance with FRS 102, The Financial Reporting Standard applicable in the UK and Republic of Ireland. The date of transition to FRS 102 was 1 January 2023. The reported financial position and financial performance for the previous period are not affected by the transition to FRS 102.

1.12
Employee benefits

The costs of short-term employee benefits are recognised as a liability and an expense.

The cost of any unused holiday entitlement is recognised in the period in which the employee’s services are received.

Termination benefits are recognised immediately as an expense when the company is demonstrably committed to terminate the employment of an employee or to provide termination benefits.

1.13
Retirement benefits

Payments to defined contribution retirement benefit schemes are charged as an expense as they fall due.

1.14
Leases

Rentals payable under operating leases, including any lease incentives received, are charged to income on a straight line basis over the term of the relevant lease.

1.15
Foreign exchange

Transactions in currencies other than pounds sterling are recorded at the rates of exchange prevailing at the dates of the transactions. At each reporting end date, monetary assets and liabilities that are denominated in foreign currencies are retranslated at the rates prevailing on the reporting end date. Gains and losses arising on translation in the period are included in profit or loss.

The Kite Factory Limited
Notes to the Financial Statements (Continued)
For the year ended 31 December 2024
Page 18
2
Judgements and key sources of estimation uncertainty

In the application of the company’s accounting policies, the directors are required to make judgements, estimates and assumptions about the carrying amount of assets and liabilities that are not readily apparent from other sources. The estimates and associated assumptions are based on historical experience and other factors that are considered to be relevant. Actual results may differ from these estimates.

The estimates and underlying assumptions are reviewed on an ongoing basis.

Critical judgements

The following judgements (apart from those involving estimates) have had the most significant effect on amounts recognised in the financial statements.

Revenue Recognition

Revenue from contracts is assessed on an individual basis with revenue earned being ascertained based on the stage of completion of the contract which is estimated using a combination of the milestones in the contract and the time spent to date compared to the total time expected to be required to undertake the contract. Estimates of the total time required to undertake the contracts are made on a regular basis and subject to management review. These estimates may differ from the actual results due to a variety of factors such as efficiency of working, accuracy of assessment of progress to date and client decision making.

Accruals

Accruals are estimated based on historical knowledge, contractual terms and managements assessment of the timing and value of goods and services received but not yet invoiced. These estimates involve assumptions about:

- The completeness of the item received prior to the reporting date

- The expected cost of the item

- The timing of invoicing and settlement

Trade Creditors & Accruals

There is a risk the actual cost may differ from those estimated. There is also the risk trade creditors may invoice us after our year end cut-off.

Accruals are used to estimate the values of unprocessed media and non-media liabilities based on our knowledge of outstanding liabilities at the reporting date.

Media Accruals

There is a risk actual costs may differ from those estimated, particularly when media campaigns are changed with short notice or are dependent on a third party delivering an expected level of performance. There is also the risk we may be invoiced for something we were unaware of because an order was not placed on our system at the right time.

We adjust our estimates and apply best practice, which is reviewed regularly, we have concluded this year that amounts received post year end, not accrued, were not material to the financial statements.

Media Writebacks
The Kite Factory Limited
Notes to the Financial Statements (Continued)
For the year ended 31 December 2024
2
Judgements and key sources of estimation uncertainty
(Continued)
Page 19

The company operates a media writeback policy. The policy involves an aging analysis of media accruals based on historic aging data; management may exercise judgement in specific cases if information becomes available in relation to specific balances. An adjustment to expected costs accrued in prior periods is made where items are no longer expected to be payable.

Media writebacks for the year ended 31 December 2024 were immaterial to the financial statements.

3
Turnover and other revenue

An analysis of the company's turnover is as follows:

2024
2023
£
£
Turnover analysed by class of business
Marketing, direct response, creative design, performance media planning and buying
69,123,174
63,167,881
2024
2023
£
£
Turnover analysed by geographical market
United Kingdom
67,725,132
62,279,739
Rest of World
1,398,042
888,142
69,123,174
63,167,881
2024
2023
£
£
Other significant revenue
Interest income
168,114
107,536
4
Operating profit
2024
2023
Operating profit for the year is stated after charging/(crediting):
£
£
Exchange losses/(gains)
(19,643)
(18,969)
Depreciation of owned tangible fixed assets
40,937
41,609
Profit on disposal of tangible fixed assets
(474)
-
Amortisation of intangible assets
17,831
280,318
Operating lease charges
154,106
470,157
The Kite Factory Limited
Notes to the Financial Statements (Continued)
For the year ended 31 December 2024
Page 20
5
Auditor's remuneration
2024
2023
Fees payable to the company's auditor and associates:
£
£
For audit services
Audit of the financial statements of the company
31,950
26,400
For other services
Taxation compliance services
2,750
2,650
6
Employees

The average monthly number of persons (including directors) employed by the company during the year was: 99

2024
2023
Number
Number
Administration and support
19
19
Marketing
80
79
99
98

Their aggregate remuneration comprised:

2024
2023
£
£
Wages and salaries
5,674,736
5,494,105
Social security costs
617,108
582,521
Pension costs
148,902
134,006
6,440,746
6,210,632
7
Directors' remuneration
2024
2023
£
£
Remuneration for qualifying services
267,757
361,242
Company pension contributions to defined contribution schemes
7,306
3,485
275,063
364,727

The number of directors for whom retirement benefits are accruing under defined contribution schemes amounted to 3 (2023 - 2).

The Kite Factory Limited
Notes to the Financial Statements (Continued)
For the year ended 31 December 2024
7
Directors' remuneration
(Continued)
Page 21
Remuneration disclosed above include the following amounts paid to the highest paid director:
2024
2023
£
£
Remuneration for qualifying services
146,667
261,500
Company pension contributions to defined contribution schemes
4,400
493
8
Interest receivable and similar income
2024
2023
£
£
Interest income
Interest on bank deposits
168,114
107,536
9
Interest payable and similar expenses
2024
2023
£
£
Interest payable to group undertakings
67,779
-
0
Financing costs
900
-
0
68,679
-
0
10
Taxation
2024
2023
£
£
Current tax
UK corporation tax on profits for the current period
211,355
177,146
Adjustments in respect of prior periods
(127,583)
-
0
Total current tax
83,772
177,146
The Kite Factory Limited
Notes to the Financial Statements (Continued)
For the year ended 31 December 2024
10
Taxation
(Continued)
Page 22

The actual charge for the year can be reconciled to the expected charge for the year based on the profit or loss and the standard rate of tax as follows:

2024
2023
£
£
Profit before taxation
1,424,611
432,457
Expected tax charge based on the standard rate of corporation tax in the UK of 25.00% (2023: 23.50%)
356,153
101,627
Tax effect of expenses that are not deductible in determining taxable profit
26,489
14,425
Adjustments in respect of prior years
(127,583)
-
0
Group relief
(141,895)
-
0
Permanent capital allowances in excess of depreciation
-
0
(358)
Deferred tax not recognised
(29,392)
(2,187)
Prior period adjustment
-
0
63,639
Taxation charge for the year
83,772
177,146
11
Intangible fixed assets
Goodwill
Software
Total
£
£
£
Cost
At 1 January 2024
2,242,558
834,069
3,076,627
Additions - internally developed
-
0
140,520
140,520
Disposals
-
0
(834,069)
(834,069)
At 31 December 2024
2,242,558
140,520
2,383,078
Amortisation and impairment
At 1 January 2024
2,242,558
834,069
3,076,627
Amortisation charged for the year
-
0
17,831
17,831
Disposals
-
0
(834,069)
(834,069)
At 31 December 2024
2,242,558
17,831
2,260,389
Carrying amount
At 31 December 2024
-
0
122,689
122,689
At 31 December 2023
-
0
-
0
-
0
The Kite Factory Limited
Notes to the Financial Statements (Continued)
For the year ended 31 December 2024
Page 23
12
Tangible fixed assets
Plant and machinery
£
Cost
At 1 January 2024
319,680
Additions
35,814
At 31 December 2024
355,494
Depreciation and impairment
At 1 January 2024
237,333
Depreciation charged in the year
40,937
At 31 December 2024
278,270
Carrying amount
At 31 December 2024
77,224
At 31 December 2023
82,347
13
Debtors
2024
2023
Amounts falling due within one year:
£
£
Trade debtors
6,859,923
7,317,237
Corporation tax recoverable
54,120
-
0
Amounts owed by group undertakings
7,068,486
5,555,115
Other debtors
1,196,277
2,287,018
Prepayments and accrued income
5,305,803
3,056,739
20,484,609
18,216,109
The Kite Factory Limited
Notes to the Financial Statements (Continued)
For the year ended 31 December 2024
Page 24
14
Creditors: amounts falling due within one year
2024
2023
£
£
Trade creditors
6,634,857
10,473,663
Amounts due to fellow group undertakings
1,083,286
234,150
Corporation tax
-
0
127,583
Other taxation and social security
211,037
285,475
Other creditors
4,841,169
3,897,286
Accruals and deferred income
5,843,949
1,760,125
18,614,298
16,778,282

15
Creditors: amounts falling due after more than one year
2024
2023
Notes
£
£
Loans from Group Undertakings
16
1,999,039
1,931,260
16
Loans and overdrafts
2024
2023
£
£
Loans from group undertakings
1,999,039
1,931,260
Payable after one year
1,999,039
1,931,260

Interest is charged at 3% on the long-term loan which is wholly provided by The Kite Factory Group Limited, the parent company.

17
Retirement benefit schemes
2024
2023
Defined contribution schemes
£
£
Charge to profit or loss in respect of defined contribution schemes
148,902
134,006

The company operates a defined contribution pension scheme for all qualifying employees. The assets of the scheme are held separately from those of the company in an independently administered fund.

The Kite Factory Limited
Notes to the Financial Statements (Continued)
For the year ended 31 December 2024
17
Retirement benefit schemes
(Continued)
Page 25

There was an amount outstanding at the year end of £nil (2023: £nil) in respect of staff pension contributions included in other creditors.

18
Share capital
2024
2023
2024
2023
Ordinary share capital
Number
Number
£
£
Issued and fully paid
Ordinary shares of 1p each
100,000
100,000
1,000
1,000
19
Related party transactions

No guarantees have been given or received.

As permitted by FRS 102 Section 33 "related party disclosures", the financial statements do not disclose transactions with the immediate parent company and wholly owned fellow subsidiaries on the basis that group financial statements are prepared.

20
Ultimate controlling party

The immediate controlling company is The Kite Factory Group Limited, a company registered in England and Wales, by virtue of its controlling stake in The Kite Factory Limited.

The ultimate controlling company is WHCO3 Limited, a company registered in England and Wales, by virtue of its controlling stake in The Kite Factory Group Limited.

Results of The Kite Factory Limited are included in the consolidated accounts of WHCO3 Limited.

Copies of the accounts for WHCO3 Limited are available from Second Floor, 55 New Oxford Street, London, England, WC1A 1BS.

21
Prior period adjustment

During the year ended 2024, the Company identified an error in the application of a journal in the financial statements for the year ended 2023. The error related to the misapplication of a balance sheet item to turnover, therefore overstating the turnover figure for 2023.

As a result, the comparative figures for the year ended 2023 have been restated to reflect the correct application of the journal item.

The Kite Factory Limited
Notes to the Financial Statements (Continued)
For the year ended 31 December 2024
21
Prior period adjustment
(Continued)
Page 26
Reconciliation of changes in equity
1 January
31 December
2023
2023
£
£
Adjustments to prior year
Turnover
-
(270,804)
Equity as previously reported
2,059,834
2,585,949
Equity as adjusted
2,059,834
2,315,145
Analysis of the effect upon equity
Profit and loss reserves
-
(270,804)
Reconciliation of changes in profit for the previous financial period
2023
£
Adjustments to prior year
Turnover
(270,804)
Profit as previously reported
526,115
Profit as adjusted
255,311
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