Kensington Grey Sets New Standard For Culture In Influencer Marketing

In an industry still grappling with parity, Kensington Grey has emerged as a blueprint for what an influencer agency rooted in representation, cultural fluency and community can look like.

Founded on the belief that media should reflect the world as it truly exists, the agency has built one of the most diverse influencer leadership teams in North America—while scaling talent, launching brands and rewriting the future of creator partnerships.

Kensington Grey’s mission has always been to build a company that reflects what the world actually looks like,” Cofounder, President and CEO Shannae Ingleton-Smith tells me inside their Toronto headquarters. “Most people who are BIPOC grew up never seeing anyone who looked like them in the media. And now that influencer marketing is the mainstream form of media, we feel a responsibility to ensure it finally reflects the cultures that exist outside.”

Their commitment is not just language—it’s operational.

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^{Video Edited by Joseph Swift @jswiftphotos}

A Culture Built With Intention

What strikes you first inside KG’s headquarters is a palpable energy: vibrant, warm, creative, deeply rooted in belonging. Nearly every team member referenced the same thing—relief.

“I didn’t realize the weight I carried every day until I got here,” Ingleton-Smith shares. “At other companies, I had to show up as a palatable version of myself. It felt like a second job. KG is the first place where I can be my full, authentic self.”

This freedom, she says, fuels creativity, innovation and the kind of trust that global brands actively seek.

The company currently spans multiple divisions: talent management, campaign execution, business affairs, finance, PR, brand partnerships, experiential and new ventures.

“We want our internal structure to reflect not only the clients we represent—but the diverse world we live in,” says Ingleton-Smith. “We’re not perfect. There are areas we’re actively working to strengthen. But hiring with intention is a constant priority for us.”

The Rise of Influencer PR, Brand Partnerships and New Ventures Divisions

With a newly launched in-house PR team, KG is tackling one of the most difficult challenges creators face: visibility.

“A lot of people have to hire press externally. We wanted to offer creators PR support internally,” Ingleton-Smith explained. “It helps the agency—but it also helps our talent. And that added value matters.”

Brand partnerships, have become the fastest-growing division at the company.
“It actually started because brands were coming to us,” Ingleton-Smith shared. “Companies needed specialized support—whether for a Black History Month activation, a Diwali campaign, or anything that required a team truly ingrained in culture. We were doing brand partnerships on the side until we realized: we need a full team.”

Since then, demand hasn’t slowed.

New ventures—including product development, brand incubation and long-term business strategy—represent KG’s next frontier.

“No two brands are the same,” Ingleton-Smith expressed. “An eyewear brand needs something totally different from a beauty line or a sneaker collaboration. We customize as we go. And building businesses with creators feels like natural evolution.”

What Makes a Kensington Grey Influencer

KG’s roster spans more than 46 verticals, ranging from beauty, lifestyle and fashion to sports, finance, tech and AAPI creators. But follower count isn’t their north star—impact is.

They also prioritize alignment between managers and talent.

“Magic happens when a manager is obsessed with their creator in the best way,” Ingleton-Smith told me. “You need someone who believes in you enough to fight for you in every room.”

Their roster includes standouts like:

• Jenee Naylor, one of their earliest talents, who has excelled in product development. “I’m actually wearing Jenee’s eyewear brand 12pm Studios,” Ingleton-Smith shared proudly.

• Kalita Hon, a rapidly rising DIY force in the fashion space.
• Shenae Walker, a fashion creative fresh off the Copenhagen runways.
• Karen” Brit Chick” Blanchard, a veteran creative who continues to push the culture forward.

Bridging Opportunity Gaps for Influencers of Color

A HubSpot report showed that only 23% of Black influencers even reach the micro-influencer level—a staggering indicator of inequity. KG aims to change that.

“The biggest untapped opportunity for Black creators is product development,” Ingleton- Smith explained. “Conversion is king. If you can convert, you can build a multi-million-dollar business. And Black creators have always had to work twice or three times as hard—that work ethic translates directly into entrepreneurship.”

KG recently launched a business with one of their creators and has several others underway.

“That’s the 2.0 of this industry,” Ingleton-Smith noted. “Creators aren’t just creating content—they’re creating companies.”

The Brand Partnerships Perspective: A Director’s View

Brand Partnerships Directors Nicole Bynoe and Jackie Abrokwa, employees No. 2 and No. 3, have watched KG evolve from a small startup to an industry force.

“We’ve truly revolutionized influencer marketing for Black creators,” Bynoe shared . “Before KG, there wasn’t anything like this. Now we’re knocking down doors.”

Their assessment of KG’s culture is unequivocal:

“It’s something you cannot replicate. I forgot how to code switch,” Bynoe said.
“Everyone here cares about pushing the creator economy forward—especially for people of color,” Abrokwa added. “There’s a huge pay gap and knowledge gap. We’re bridging it.”

They maintain a strict standard for the creators they sign:

“We want one-of-one creators who add value,” they shared sentiments. “People who have an X-factor, a real community, and unique perspectives that can’t be replaced.”

Expansion, New Niches and the Future of KG

Group Director, Deneka Dosant oversees talent and campaign management—and the growth has been explosive.

“We’ve expanded from 100 to 200 creators in a short time,” Dosant said. “We’re known for beauty and lifestyle, but now we’re tapping into sports, tech, finance—so many untapped niches.”

What matters most to her?

“Liking the talent,” Dosant said plainly. “Our managers need real relationships with their creators. They’re trusting us with their businesses. Step one is being a fan.”

Creativity, Dosant expresses, is non-negotiable.

“We love brand deals, but we’re thinking bigger. Could this live on a billboard? In-store? Out-of-home? We want creators who can stretch.”

On execution:

“Trust comes from transparency,” Dosant noted. “We tell brands honestly what we can and can’t do. No surprises.”

From Jamaican Restaurant Roots to Industry Leader

Ingleton-Smith shares a personal thread that has become KG’s superpower.

“I grew up in a predominantly white city, but my mom owned one of the only Jamaican restaurants,” Ingelton-Smith explained. “Her restaurant was a community hub for Black people. It taught me confidence in navigating both Black and white spaces—and advocating for people who looked like me.”

That dual fluency informs KG’s entire leadership ethos.

“A lot of the purse strings in this industry are held by people who don’t look like us. I had to walk into those rooms and advocate anyway,” Ingleton-Smith shared. “That’s a big part of Kensington Grey’s success.”

What’s Next: New Verticals, AI and Limitless Possibilities

KG’s future in influencer marketing is expansive: more categories, more global influence, more creator-led companies, more innovation.

“I’ve vision-boarded everything we’ve achieved so far,” Ingleton-Smith said. “Now I have to dream even bigger.”

She’s particularly excited about technology.

“People fear AI, but I’m excited about how it can accelerate growth and innovation—especially for businesses like ours,” Ingleton- Smith commented. “Seven years ago, I never could’ve imagined this office or this team. So the possibilities? They feel limitless.

And if their trajectory is any indication, Kensington Grey isn’t simply participating in the creator economy—they’re rewriting it’s blueprint in real time.