Kinatico Taps Working Dog for B2B Campaign
Compliance software company Kinatico has launched its first major campaign, featuring a working dog named 'KC' to personify its product. The campaign uses the metaphor of a diligent and reliable dog to make the abstract concept of compliance software more tangible and memorable for business and IT audiences.
- The campaign was developed by the independent agency Apparent, which expanded its remit with Kinatico in late 2025 to handle media in addition to its existing creative responsibilities. - The media strategy is a multi-channel effort across video, digital, print, and out-of-home advertising. It includes high-impact placements like the "Halo" digital screen in the Qantas terminal at Sydney Airport and content partnerships with business publications such as the Australian Financial Review, Forbes, and Foundry. - The target audience for the campaign is a mix of enterprise roles, including risk officers, HR directors, compliance officers, IT decision-makers, and operations managers. - The "KC" product personified by the dog is a new, AI-powered compliance platform launched in October 2025 to expand Kinatico's market beyond large enterprises to small and mid-market businesses. - This market expansion is significant, increasing Kinatico's serviceable addressable market in Australia from approximately AUD $200-250 million to around AUD $1.2 billion. - Kinatico was formerly known as CVCheck, a background screening provider, and officially rebranded in October 2022 to reflect its broader suite of regulatory technology (RegTech) solutions. - The production company, Working Dog Productions, is well-known in Australia for creating iconic comedy films and television series like *The Castle*, *Frontline*, and *Thank God You're Here*.
