It’s always fun to win an award...
Okay, let me elaborate here. We are in PR, which means many of us are on the higher end of the enthusiasm scale. So when I mention that it is fun to win, what I should say is that when my teammates and I heard our campaign name for the 15th Birthday of Petfinder.com called out at last week's SABRE awards, we flew out of our chairs, high-fived with everyone at our table and cried out in jubilation. We then posed in front of the Step and Repeat together (and individually) with the shiny trophy as if it was a Golden Globe.
The reality is that recognition feels good, especially when you are in client services. We work hard not just for our clients, but also our teammates, our agency and ,in this case, homeless pets.
I spent the first nearly five years of my career on the account team for Petfinder.com, helping support its mission to put an end to euthanasia and elevate the status of pets to that of family members. In 2011, when a celebration was in order for 15 years and more than 17 million adoptions, we did it in style with a campaign that raised awareness both online and on-the-ground by telling the story of Petfinder.com, launching an online program to Help Petfinder Adopt the Internet Day and hosting a nationwide Big Birthday Adoption Event.
Beyond stellar media coverage (such as a profile on the co-founder of Petfinder.com in USA Today), we also helped thousands of adoptable pets find their forever homes – with more than 15,000 adoptions in just the three-day event span. If you have ever done a campaign for a cause, you know what a fantastic feeling it is to be able to prove that what you’re doing each and every day is actually making a difference.
To add icing to the cake (no pun intended), within the same week we learned that our campaign for the National Fire Protection Association (NFPA), Sparky the Fire Dog Turns 60, received a bronze honor in the 2012 Bulldog Awards for Excellence in Media and Publicity Campaigns. Created in 1951 as part of an Advertising Council campaign, Sparky has been a leading force in fire prevention and fire safety education for the past six decades, helping to decrease the number of fires and fire injuries since he took on the job as spokesdog. For his big 6-0, he strutted down Madison Avenue for the Advertising Week Walk of Fame, watched his Facebook fan base increase by 184 percent and received triple the media coverage between 2010 and 2011.
It feels wrong not to insert a little animal joke here, given the irony of these awards both happening at one time. So I guess we can all agree that CooperKatz has gone to the dogs! And whether 15- or 60-years old, what a paw-some way to celebrate a birthday!