May 8 2018


Press Releases, Number 7 - King Kenny

On April 26th 2018, Principal Club Sponsor Standard Chartered Bank launched ‘Number 7 - King Kenny’, a children’s book commemorating the life and legacy of Kenny Dalglish, the much-loved former Liverpool Football Club player and manager.

Standard Chartered tasked global sports and entertainment marketing agency Octagon (part of Interpublic Group - NYSE: IPG), with this brief to celebrate one of the iconic figures of the club. ‘Number 7 - King Kenny’ was created by Octagon’s APAC team lead from Singapore, along with children’s book writer Gavin McCormack and illustrator Evan Raditya Pratomo. The bank also launched a short film to accompany this new book produced by Milkmoney (part of Interpublic Group - NYSE: IPG).

Kenny Dalglish is one of football’s all-time greats, hailed as ‘The King’ by football fans around the world. In recognition of his huge contribution to Liverpool Football Club (LFC), ‘King Kenny’ tells the story of this football legend, capturing valuable lessons from his inspiring journey in football and life. Kenny shows that being a true leader is all about paving the way for others.

Lizi Hamer, Regional Creative Director, Octagon said; “We developed a stunning story book for parents to enjoy with their children as they discuss and teach meaningful life lessons. Kenny’s story is an inspiration for all - pushing us to strive for greatness, hold strong on values and consider the creation of our own legacy. While written for children aged 6-12 years old, this book is suitable for all ages and we hope this story can reach all corners of the globe.”

The interactive eBook was put together with input from Kenny himself and written in rhyming couplets by Gavin. Through this book, fans around the world will gain a new perspective on this living legend, reading about him growing up, through his historical playing career, until he eventually hung up his boots and cemented his status as a LFC legend.

Emma Sheller, Global Head of Brand and Marketing at Standard Chartered, said, “We couldn’t mark LFC’s 125th birthday without celebrating the Number 7. Kenny Dalglish is a man who has inspired LFC and its fans across generations. His passion, experience and influence has reached the hearts of many, and we created this children’s book and short film to celebrate this legacy.

“It is timeless. Full of tradition, virtue and lessons that we can learn from and develop within ourselves: It’s the type of legacy Standard Chartered wants to support our clients to leave behind for their own generations to come.”

The free interactive e-book is available at and downloadable in PDF form through six available languages – English, Traditional and Simplified Chinese, Bahasa Melayu, Bahasa Indonesia, Vietnamese and Korean. An audio version of the book is also available online, for all fans who can enjoy the book in different ways.

A small number of fans will be lucky enough to secure a limited edition hard copy by participating in promotions run by Standard Chartered and LFC throughout the year.

The ‘King Kenny’ book and accompanying short film form part of the season-long content series created by Octagon for the bank to celebrate LFC’s 125th Anniversary. Called ‘The Power of Numbers’, the campaign highlights meaningful numbers in the rich history of the club and brings them to life in entertaining and relevant ways.

The campaign can be viewed here:


Concept and Creation: Octagon // Ben Hartman, Managing Director, APAC; Aykan Azar, Managing Director, SEA/Japan; Adam Hodge, Head of Strategy, APAC; Lizi Hamer, Regional Creative Director; Yoky Pandowo, Regional Art Director; Trishal Ghelani, Regional Creative; Jeanette Won, Account Director; Sameer Rasheed, Account Manager; Tan Yen Fenn, Senior Account Executive; Brenda Wong, Senior Account Executive

Production: Milkmoney // Matt Taylor, Executive Producer; Darren Collins, Head of Creative; Richard Mullane, Director; Katharine Zopolo, Producer; Emma Moxhay, Producer; Kelly Parry, Editor

Book Production // Gavin McCormack, Writer; Evan Raditya Pratomo, Illustrator

Client: Standard Chartered Bank // Marc Davies, Senior Manager, Sponsorships; Helen Morgan, Manager, Sponsorships



- Read the free ‘King Kenny’ interactive e-Book:

- Download the free ‘King Kenny’ e-Book: 

- Watch the ‘King Kenny’ short film:

- Visit Standard Chartered Celebrates the Power of Numbers Campaign website to view all films in the series, including #8 The Captains, featuring Steven Gerrard, Jordan Henderson and Jürgen Klopp discussing Leadership; and #64 Hear the Kop Roar, a 3D audio experience where you’ll hear thousands of passionate Liverpool FC fans singing their anthem from 1964, ‘You’ll Never Walk Alone’: