{"id":38154,"date":"2024-07-23T15:51:52","date_gmt":"2024-07-23T19:51:52","guid":{"rendered":"https:\/\/alumni.cornell.edu\/cornellians\/?p=38154"},"modified":"2024-07-25T15:23:45","modified_gmt":"2024-07-25T19:23:45","slug":"lunau-dog-agency","status":"publish","type":"post","link":"https:\/\/alumni.cornell.edu\/cornellians\/lunau-dog-agency\/","title":{"rendered":"ILR Alum Runs the Premier Talent Agency for Celebrity Pet Influencers"},"content":{"rendered":"\n

Dog lover Loni Edwards Lunau \u201906 has parlayed her legal background into a career repping four-legged celebrities<\/p>\n\n\n\n

By Melissa Newcomb<\/strong><\/p>\n\n\n\n

Everyone knows the saying that dogs are man\u2019s best friend. But Loni Edwards Lunau \u201906 has discovered that our dearly beloved pets can also make great business partners. <\/p>\n\n\n\n

Lunau is the founder of the Dog Agency<\/a>, a Chicago-based marketing company that works with \u201cpet influencers\u201d\u2014not only canines but also cats, monkeys, pigs, and other critters\u2014to help manage their online brand. <\/p>\n\n\n\n

\n
\"Crusoe<\/figure>\n\n\n\n
\"Popeye<\/figure>\n
Influencers Crusoe the Dachshund and Popeye the Foodie Dog, hard at work.<\/figcaption><\/figure>\n\n\n\n

What\u2019s a pet influencer? It\u2019s an animal whose owner shares social media content showcasing their furry friend. <\/p>\n\n\n\n

They\u2019ve 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.<\/p>\n\n\n\n

With a staff of 10, the Dog Agency manages more than 200 clients (and works with many others on an ad hoc basis). <\/p>\n\n\n\n

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.<\/p><\/blockquote><\/figure>\n\n\n\n

They include a former stray pup<\/a> turned food critic; a gray tiger cat<\/a> with an endearingly displeased expression; and a family<\/a> comprising senior dogs, a pig, a chicken, and a turkey. <\/p>\n\n\n\n

Lunau and her firm have been featured in the Wall Street Journal<\/em>, Forbes<\/em>, CBS News, \u201cGood Morning America,\u201d and more. <\/p>\n\n\n\n

She works with major brands\u2014including Chewy, Amazon, Paramount, and Zara\u2014to match them with her stable of influencers.<\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n\n\n\n

\n

\u201cThe Dog Agency is the first\u2014and really, only major\u2014management company for social media and celebrity animal clients,\u201d Vogue<\/em> observed in 2018. \u201cWant to spon-con your sheepadoodle? Make your vizsla go viral? Turn to the Dog Agency.\u201d <\/p>\n\n\n\n

In addition to the four-legged talent, the agency represents select humans like veterinarians, trainers, and groomers. <\/p>\n\n\n\n

Lunau is also the founder of PetCon<\/a>, an annual event in which thousands of attendees meet influencers, peruse animal-centered businesses and rescue organizations, and even find adoptable pets. <\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n<\/div>

\"Loni
With her first client, her dog Chloe. <\/figcaption><\/figure><\/div>\n\n\n\n

The event also features info sessions on topics like grooming and training animals or optimizing social media accounts.<\/p>\n\n\n\n

\u201cPeople love pets and get connected to them,\u201d says Lunau, an ILR alum who holds a JD from Harvard. \u201cEspecially if you\u2019re seeing a pet day in and day out on social media, you feel like you know them.\u201d <\/p>\n\n\n\n

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.\u00a0<\/p>\n\n\n\n

\"Seven
Prepping the guests of honor at a PetCon reception.<\/figcaption><\/figure>\n\n\n\n
<\/div>\n\n\n\n

The accounts quickly gained followers\u2014eventually totalling around 250,000\u2014and brands began reaching out to collaborate with Chloe.<\/p>\n\n\n\n

That inspired Lunau, who had previously worked for an L.A. law firm, to change her career trajectory to become her dog\u2019s manager and attorney, negotiating licensing deals and brand partnerships.<\/p>\n\n\n\n

\u201cIt was a unique fit for me,\u201d she recalls.<\/p>\n\n\n\n

\"Timmy
Famed feline Timmy the Chonk with fans at PetCon. <\/figcaption><\/figure>
\n

<\/p>\n\n\n\n

\u201cI had one of the first pet influencers and I had the legal background that was relevant to navigating this new industry.\u201d <\/p>\n\n\n\n

As Lunau began connecting with the owners of other canine influencers, she found herself helping them understand their contracts. <\/p>\n\n\n\n

She formalized her role by starting the Dog Agency (which was originally based in NYC) in 2015. <\/p>\n\n\n\n

\u201cMany people didn\u2019t even know what a pet influencer was, but the space has grown so much since then,\u201d says Lunau. <\/p>\n<\/div><\/div>\n\n\n\n

\u201cIt\u2019s amazing to have been there since day one to where it is now.\u201d <\/p>\n\n\n\n

Among her canine celebrities is Tika the Iggy<\/a>, 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. <\/p>\n\n\n\n

\n

I had one of the first pet influencers and I had the legal background that was relevant to navigating this new industry.<\/p>\n<\/blockquote>\n\n\n\n

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.<\/p>\n\n\n\n

For example, Urban Decay\u2014a makeup brand that refrains from animal testing\u2014used pet influencers to market a lipstick, while Dyson advertised a new vacuum with a video of pets cleaning up after a party. <\/p>\n\n\n\n

\n
\"Tina<\/figure>\n\n\n\n
\"Tika<\/figure>\n
Tika the Iggy, looking fabulous for Christian Dior and on the red carpet.<\/figcaption><\/figure>\n\n\n\n

<\/p>\n\n\n\n

In 2017, the New York Times<\/em> even chronicled a promotional event<\/a> in Central Park featuring Lunau\u2019s clients under a catchy headline: \u201cThis Instagram Dog Wants to Sell You a Lint Roller.\u201d<\/p>\n\n\n\n

\u201cPets just make you happy,\u201d Lunau says. \u201cIt\u2019s such a heartwarming, fun industry to be in. My team and I are just smiling all day long.\u201d<\/p>\n\n\n\n

Top: Lunau with her late French bulldog, Emma. (Illustration by Caitlin Cook \/ Cornell University; all photos provided.)<\/em><\/p>\n\n\n\n

Published July 23, 2024<\/span><\/p>\n\n\n\n

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Dog lover Loni Edwards Lunau \u201906 has parlayed her legal background into a career repping four-legged celebrities<\/p>\n","protected":false},"author":68,"featured_media":38480,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"alumni_hub_syml_posts":[32637,21491,35699],"footnotes":""},"categories":[229],"tags":[],"cornell_year_post":[],"post_folder":[],"class_list":["post-38154","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-alumni"],"yoast_head":"\nILR Alum Runs the Premier Talent Agency for Celebrity Pet Influencers - Cornellians | Cornell University<\/title>\n<meta name=\"description\" content=\"Dog lover Loni Edwards Lunau \u201906 has parlayed her legal background into a career repping four-legged celebrities\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/alumni.cornell.edu\/cornellians\/lunau-dog-agency\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"ILR Alum Runs the Premier Talent Agency for Celebrity Pet Influencers - 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