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FriendshipDNA hires Maverick

Toronto-based social media website has retained Maverick, also based in Toronto, as its communications and public relations agency of record. The agency will support the launch of the site with media relations and blogger relations. It will also support the upcoming release of a book about the site and its methodology called FriendshipDNA: Are Meaningful Friendships an Endangered Species? Additional launch promotion will include online advertising and other elements. specializes in connecting users with similar personality traits, as determined by a questionnaire intended to measure 86 attributes.

"We've built an exceptional social networking site that is all about making friends," said Erin Geimer, co-founder of FriendshipDNA "It is unlike anything online right now and we needed to hire a communications agency that not only understood our purpose but the ability to work with an early stage tech company and take us to the next level. Maverick's familiarity with our space made them a perfect DNA match for us."

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