• XenZone, UK’s leading provider of online mental health services to rebrand as Kooth plc
  • Rebrand developed with global passion point marketing specialists M&C Saatchi Sport and Entertainment
  • Partnership also include access to Kooth Work for over 1,000 M&C Saatchi employees

London, UK 10th September 2020, XenZone, the UK’s leading provider of digital mental health services, has today announced a complete rebranding and name change. The organisation, founded in 2001, will now be known as Kooth PLC.

Global passion point marketing specialists M&C Saatchi Sport and Entertainment were chosen to lead the rebrand as part of an ongoing partnership between the two companies. M&C Saatchi Sport and Entertainment’s scope of work included crafting the strategic positioning and social strategy, designing the Kooth brand identity as well creating an animated showreel. Future projects scheduled for later in the year include the development of sub brands as well as partnership work in passion areas including sports and entertainment.

The brand was created with service users and potential service users and centres on five key values that people want to see in a digital mental health service – Alongside you, Flexible, Compassionate, Committed, Safe. M&C Saatchi Sport and Entertainment worked closely with the Kooth Product Team to create a brand and colour scheme with accessibility at the heart.

Giles Alexander, Chief Technology and Product Officer said “Being alongside our service users means that accessibility is really important for our product and our brand. M&C Saatchi Sport and Entertainment really embraced this as a core goal and worked closely with the engineers and designers across our product development team to help build a brand to achieve this.”

Nicola Murray, Business Director said “Mental wellbeing is a huge priority for us at M&C Saatchi Sport & Entertainment and so we are absolutely delighted to have partnered with Kooth and be a part of their incredible journey. Not only that but Kooth Work has provided invaluable support to us and the wider M&C Saatchi Group this year and we look forward to working together to continually enhance our offering to employees”

The partnership also sees Kooth providing online mental health support to London-based M&C Saatchi Group employees, via its adult digital support platform, Kooth Work. The provision of the new digital mental health platform augments the offering M&C Saatchi’s wellbeing network, Together. The strategy was aimed at creating events and opportunities to open up the dialogue around mental health and mental wellbeing for all employees. Around 10% of staff have already accessed the service with 91% of registered users regularly coming back for support. This service will be extended to South Africa-based staff later in the year.

Annie Meharg, Chief Commercial Officer said “We are delighted with the new brand and values for Kooth Plc. Over the coming months we will be working closely with all our service users and potential service users to provide a fresh new look to Kooth, Kooth Student, Qwell and Kooth Work. The aim of the new brand is to help propel our mission to create welcoming spaces for effective and personalised digital mental health care that is available to all. It has been a real joy to work with a creative agency who put the mental health of their own staff first and are leading the way in diversity and inclusion”


About M&C Saatchi Sport & Entertainment

M&C Saatchi Sport & Entertainment connect brands to consumers through the things people love.

With offices in London, Amsterdam, Berlin, Sydney, New York, Johannesburg and Los Angeles, a team of specialists deliver the agency’s core disciplines across sport & entertainment, including sponsorship consultancy, rights amplification, PR, branded content creation & experiential production.

Their work has been awarded across the board, most recently they were named Agency of the Year at UK Sponsorship awards and they have been named Sport Industry Agency of the year a record 6 times at Sport Industry Awards, other accolades include the Drum Marketing Awards.

The agency is driven by the philosophy of ‘Brutal Simplicity of Thought,’ which has been the M&C Saatchi (UK) Group’s mantra since birth: simple messages are the most powerful, making Brutal Simplicity of Thought more valid today than ever before.

M&C Saatchi Sport & Entertainment is one of 16 agencies that sits within the M&C Saatchi Group.  Beyond this, the M&C Saatchi global network is comprised of 29 offices in 23 countries.

For more information please contact:

Lily Hawkins, Head of Brand, M&C Saatchi Sport & Entertainment

M: +44 7894 805 694

E:  Lily.hawkins@mcsaatchi.com


About Kooth

We are the UK’s leading online mental health platform. Our mission is to provide accessible and safe spaces for everyone to achieve better mental health. Our online platform is clinically robust and accredited to provide a range of therapeutic support and interventions. All our services are predicated on easy access to make early intervention and prevention a reality.

Our three services are:

  • Kooth: for children and young persons
  • Kooth Student: for university students
  • Kooth Work: for adults

Kooth is commissioned in 77% of the NHS’s clinical commissioning group areas across the country. It is a fully safeguarded and pre-moderated community with a library of peer and professional created content, alongside access to experienced online counsellors. There are no thresholds for support and no waiting lists. Currently, Kooth sees over 4,000 logins a day.

Kooth Student is aimed at university students and is commissioned by three UK universities.

Kooth Work operates across distinct locations and serves specific cohorts, including parents, teachers, victims of crime and those who have suffered from or continue to experience domestic violence. It is also offered as a benefit by a number of corporate organisations delivering anonymous digital mental health support services to employees.