Alumni ILR Alum Runs the Premier Talent Agency for Celebrity Pet Influencers Stories You May Like Cornell Vets Went to Westminster—and Came Back with Photos! The Wind Beneath His Wings: Alum Manages Pet Bird’s Career Once Upon a Time, Canines Cavorted on the Hill—Even in Class Dog lover Loni Edwards Lunau ’06 has parlayed her legal background into a career repping four-legged celebrities By Melissa Newcomb Everyone knows the saying that dogs are man’s best friend. But Loni Edwards Lunau ’06 has discovered that our dearly beloved pets can also make great business partners. Lunau is the founder of the Dog Agency, a Chicago-based marketing company that works with “pet influencers”—not only canines but also cats, monkeys, pigs, and other critters—to help manage their online brand. Influencers Crusoe the Dachshund and Popeye the Foodie Dog, hard at work. What’s a pet influencer? It’s an animal whose owner shares social media content showcasing their furry friend. They’ve grown increasingly popular (and profitable) over the last decade, with some top influencers charging more than $20,000 for a single post promoting a product. With a staff of 10, the Dog Agency manages more than 200 clients (and works with many others on an ad hoc basis). Pet influencers have grown increasingly popular (and profitable) over the last decade, with some top influencers charging more than $20,000 for a single post promoting a product. They include a former stray pup turned food critic; a gray tiger cat with an endearingly displeased expression; and a family comprising senior dogs, a pig, a chicken, and a turkey. Lunau and her firm have been featured in the Wall Street Journal, Forbes, CBS News, “Good Morning America,” and more. She works with major brands—including Chewy, Amazon, Paramount, and Zara—to match them with her stable of influencers. “The Dog Agency is the first—and really, only major—management company for social media and celebrity animal clients,” Vogue observed in 2018. “Want to spon-con your sheepadoodle? Make your vizsla go viral? Turn to the Dog Agency.” In addition to the four-legged talent, the agency represents select humans like veterinarians, trainers, and groomers. Lunau is also the founder of PetCon, an annual event in which thousands of attendees meet influencers, peruse animal-centered businesses and rescue organizations, and even find adoptable pets. With her first client, her dog Chloe. The event also features info sessions on topics like grooming and training animals or optimizing social media accounts. “People love pets and get connected to them,” says Lunau, an ILR alum who holds a JD from Harvard. “Especially if you’re seeing a pet day in and day out on social media, you feel like you know them.” Stories You May Like Cornell Vets Went to Westminster—and Came Back with Photos! The Wind Beneath His Wings: Alum Manages Pet Bird’s Career Lunau encountered that phenomenon firsthand in 2013, when she made Instagram and Facebook accounts for her French bulldog, Chloe, to share photos with friends and family. Prepping the guests of honor at a PetCon reception. The accounts quickly gained followers—eventually totalling around 250,000—and brands began reaching out to collaborate with Chloe. That inspired Lunau, who had previously worked for an L.A. law firm, to change her career trajectory to become her dog’s manager and attorney, negotiating licensing deals and brand partnerships. “It was a unique fit for me,” she recalls. Famed feline Timmy the Chonk with fans at PetCon. “I had one of the first pet influencers and I had the legal background that was relevant to navigating this new industry.” As Lunau began connecting with the owners of other canine influencers, she found herself helping them understand their contracts. She formalized her role by starting the Dog Agency (which was originally based in NYC) in 2015. “Many people didn’t even know what a pet influencer was, but the space has grown so much since then,” says Lunau. “It’s amazing to have been there since day one to where it is now.” Among her canine celebrities is Tika the Iggy, an Italian greyhound and style icon who has more than 4 million followers across her social media platforms; sitting front row at New York fashion week, she wore a custom dress by luxury designer Christian Siriano. I had one of the first pet influencers and I had the legal background that was relevant to navigating this new industry. And while Lunau notes that she formerly had to convince human-facing brands that pets were a good marketing fit, now the majority of the companies her agency works with make products intended for people. For example, Urban Decay—a makeup brand that refrains from animal testing—used pet influencers to market a lipstick, while Dyson advertised a new vacuum with a video of pets cleaning up after a party. Tika the Iggy, looking fabulous for Christian Dior and on the red carpet. In 2017, the New York Times even chronicled a promotional event in Central Park featuring Lunau’s clients under a catchy headline: “This Instagram Dog Wants to Sell You a Lint Roller.” “Pets just make you happy,” Lunau says. “It’s such a heartwarming, fun industry to be in. My team and I are just smiling all day long.” Top: Lunau with her late French bulldog, Emma. (Illustration by Caitlin Cook / Cornell University; all photos provided.) Published July 23, 2024 Leave a Comment Cancel replyOnce your comment is approved, your email address will not be published. Required fields are marked *Comment * Name * Class Year Email * Save my name, email, and class year in this browser for the next time I comment. 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