Jerry Watkiss was head of design at Macdonald Educational books before joining Kingsway Advertising in 1982. From modest beginnings and a workforce of just five, the following twelve years saw rapid growth, culminating in some sixty-five employees with contracts ranging from public sector recruitment and advertisement campaigns, to commercial property development marketing and company branding. Apart from his role as a Company Director, Jerry was head of design and over saw the installation and ongoing development of the company's IT.
In 1994 Kingsway Advertising was sold to Tribal PLC, a support services company and JSW Creative was formed.