Kinship Networking is a fundamentally new type of “advertising” agency dedicated to helping businesses to build stronger social relationships with their key constituencies, including their customers, their employees and their shareholders. As such, it is quite different from a traditional agency.

What do other advertising agencies do?

There are 3 types of agency:

1. Broadcasters: agencies who communicate to consumers by broadcasting a message through traditional media such as TV, magazines and radio. The belief is that if the communication is engaging enough, the listener will remember the message. It is very much a shotgun approach.

2. Interactive: Are agencies that believe a 1-to-1 conversation is the most powerful way to persuade. They believe in individualisation, in interaction and in conversation. These agencies have developed in leaps and bounds with the birth and evolution of database technologies. There are examples from traditional Direct Marketing agencies to CRM digital programmes.

3. We are a Networker: With the rise of the internet and social networking tools, a new form of peer-to-peer agency has become possible. What broadcasters and interactive agencies miss is the connection between the members of their audience. Neither take into account the fact that people talk to each other. Historically this has not mattered as people only knew 100 people of so. Now thanks to the boom in social networking people can know and speak to 100,000 of people if not millions: all of a sudden the new “uber word of mouth” matters massively. It also means for the first time there is such a thing as bad advertising.

What we do?

We facilitate people’s inbuilt sociality to help further business.