The Dog Agency

What The Dog Agency does

The Dog Agency (TDA) is a privately held, niche talent management and marketing agency founded in 2015 by Loni Edwards, a Harvard Law School graduate. The company specializes in representing pet influencers (dogs, cats, and specialty animals) and a curated roster of human pet-industry professionals (veterinarians, trainers, groomers, lifestyle experts, photographers), positioning itself as the first and only major management firm dedicated to this category. Its service mix spans brand development, marketing campaign execution, press placement, merchandise and licensing deals, book deals, and appearance coordination for talent, paired with strategic planning, brand-ambassador sourcing, creative consulting, and event production services for brand clients.

Revenue is generated through four professional-services streams: talent representation commissions and fees, brand-partnership campaign billings, royalties from merchandise and licensing deals, and event-based revenue from PetCon — TDA's owned flagship consumer pet convention. GTM is predominantly enterprise field-sales and relationship-driven, supplemented by PetCon as a high-visibility demand-generation channel. The company operates with 1–10 employees, holds women-owned and minority-owned business certifications, and maintains an active website with distinct talent, brand, press, and "giving back" pages. No proprietary technology platform, AI/ML capabilities, or disclosed financials were identified in the source material. Notable brand engagements include Netflix (Space Force campaign), Good Morning America, Tamron Hall, Rachael Ray, Lela Rose, and Carly Rae Jepsen, alongside ongoing strategic partnerships with ASPCA, Animal Legal Defense Fund, Foster Dogs, and Animal League.

Name

The Dog Agency

Legal name

The Dog Agency

Website

https://thedogagency.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

The Dog Agency is a privately held pet-influencer talent management and marketing agency founded in 2015 that represents social-media-famous animals and select pet-industry professionals, serving consumer brands through campaigns, licensing, and its owned PetCon convention.

Ownership category

akta.pro rank

Product category

Pet Influencer Marketing & Talent Management

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114), Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Veterinary Client Engagement & Marketing (CRM, Reminders, Portals) (HLAMAMAE)

Keywords

• Pet talent management
• Influencer marketing
• Brand partnerships
• Pet influencer representation
• Event management

Headquarters

HQ city

Boston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Talent Representation Services: The Dog Agency represents pet influencers and select human professionals (veterinarians, trainers, groomers, lifestyle, photographers), earning commission or fees for managing their careers, brand partnerships, and business opportunities.
2. Brand Partnership Campaigns: TDA works with brands on strategic planning, sourcing brand ambassadors, creative consulting, marketing campaigns, and event production, generating revenue through service fees and campaign-based billing.
3. Merchandise and Licensing: TDA helps talent develop merchandise lines and licensing deals, earning revenue through royalties and licensing fees.
4. PetCon Event Production: TDA powers PetCon, the largest consumer-facing pet convention, generating revenue through event activations, sponsorships, and attendee experiences.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

The Dog Agency (TDA) is a pet-focused marketing and talent management agency that represents pet influencers (dogs, cats, specialty pets) and select human professionals (veterinarians, trainers, groomers, lifestyle experts, photographers). For brands, TDA offers strategic planning, sourcing of brand ambassadors, creative consulting, and event production. The agency also powers PetCon, the largest consumer-facing pet convention.

Product overview

The Dog Agency (TDA) is a pet-focused marketing agency offering three interconnected service lines: (1) Pet Talent Representation & Management, which represents pet influencers and select human professionals (veterinarians, trainers, groomers) and manages all aspects of their business including brand development, marketing campaigns, press, merchandise, licensing, and appearances; (2) Brand Partnership Services, which helps brands with strategic planning, sourcing brand ambassadors, creative consulting, and event production; and (3) PetCon, the largest consumer-facing pet convention they power, featuring activations, meet and greets, and speaker sessions. The agency was founded in 2015 and serves as the world's preeminent pet-focused marketing agency.

Differentiator

Problem solved

Functional benefit

Products and services

• Pet Talent Representation & Management Comprehensive talent management services for pet influencers (dogs, cats, specialty pets) and select humans (veterinarians, trainers, groomers, lifestyle, photographers). Services include brand development, marketing campaigns, press opportunities, merchandise, licensing, book deals, and appearances.
• Brand Partnership Services Strategic planning, brand ambassador sourcing, creative consulting, and event production services for brands looking to partner with pet influencers and run pet-centric marketing campaigns.
• PetCon The largest consumer-facing pet convention, drawing attendees from around the world for activations, meet and greets, speaker sessions, and more. Powered by TDA at https://www.petcon.co.

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and flagship.

• Animal Legal Defense Fund (ALDF)coreStrategic or Co-development PartnerALDF protects animals through the legal system. TDA regularly partners with ALDF on various fronts from creating petitions such as Animals Are Not Property to raising funds and advocacy campaigns.
• ASPCAcoreStrategic or Co-development PartnerTDA works with ASPCA on animal welfare initiatives, including filling their PetCon adoption garden with rescue pups and supporting legislation for animal protection.
• Foster DogscoreStrategic or Co-development PartnerTDA partners with Foster Dogs to help pets find their forever home and stop puppy mills, participating in adoption initiatives at PetCon events.
• Animal LeaguecoreStrategic or Co-development PartnerTDA works with Animal League on adoption drives and animal welfare advocacy, collaborating on PetCon adoption garden and rescue initiatives.
• PetConflagshipStrategic or Co-development PartnerTDA powers PetCon, the largest consumer-facing pet convention that draws attendees from around the world for a day filled with activations, meet and greets, speaker sessions and more. This is TDA's owned flagship event.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• United Talent Agency (UTA): One of the largest global talent agencies, with an established influencer and digital talent management division. UTA competes for the same brand partnership dollars as TDA, but operates at vastly greater scale and across all entertainment verticals rather than specializing in pet talent.
• WME (Endeavor): Global talent and entertainment company representing athletes, artists, and content creators. Like UTA, WME has a growing influencer management practice that overlaps with TDA's brand services business, though at significantly larger scale and across non-pet verticals.
• Creative Artists Agency (CAA): Top-tier talent agency that represents influencers and digital creators alongside traditional entertainers. CAA's influencer practice is a direct adjacency to TDA's model, though CAA serves a much broader talent base and is not pet-specialized.

Direct peers

• HelloSociety: Influencer marketing agency focused on social media creator campaigns for consumer brands (acquired by United Talent Agency). Closely mirrors TDA's brand services motion, though across all lifestyle verticals rather than pet-specific.
• Obviously: Full-service influencer marketing agency with a global creator network and managed campaign services. Comparable in size and service mix to TDA, focused on brand-creator matchmaking and campaign execution across consumer verticals.
• Aspire (formerly AspireIQ): Influencer marketing platform that manages creator relationships, content, and analytics for brands. Operates a similar managed-services-plus-software model that could directly disintermediate TDA in the pet category if it onboarded pet talent at scale.
• The Influence Agency: Influencer marketing agency that manages creator partnerships, content production, and brand campaigns. Similar services mix to TDA's brand partnership offering, with comparable mid-market positioning.
• Open Influence: Influencer marketing agency that manages end-to-end creator campaigns for enterprise brands. Closely comparable in business model and customer profile to TDA's brand partnership services, with a technology-enabled workflow.
• Viral Nation: Influencer marketing and talent management agency with a proprietary technology platform, representing creators and running brand campaigns end-to-end. Most directly comparable to TDA in combining talent representation with brand services, though Viral Nation spans all verticals rather than specializing in pet.
• Influencer.com (formerly Mediakix): Influencer marketing platform that connects brands with social media creators and runs managed campaigns. Closely comparable GTM to TDA's brand partnership business, with a heavier technology focus and broader creator base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/thedogagency

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Dog Agency