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American Kennel Club breaks digital campaign

New York non-profit organization The American Kennel Club has begun a national digital advertising campaign called “If It Barks, It’s AKC.” This is the first time the organization has conducted a campaign of this kind. It focuses on the history and expertise of the organization and the knowledge it can provide to dog owners. The initiative is intended to counter the perception that the organization is limited to show dogs. The campaign was developed by digital marketing agency Media Cause. It consists of a series of online videos, as well as digital and print ads, social media content and streaming audio ads. It will run through the end of the year.

“Our goal with the campaign is to make the organization feel relevant and relatable to all dog owners from all walks of life,” said Amy Small, senior vice-president of creative and brand at Media Cause. “We infused the commercials and all of the supporting campaign content with an unexpected sense of levity, personality and humor to help break down whatever barriers might exist outside the traditional purebred and dog-sport world, and position the brand as an expert source for whatever they need.”

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