Milk-Bone launches dog-exclusive fashion line

Milk-Bone is focusing on the simple joys of dog life with its latest campaign, “Less catwalk, more dog walk.” Just in time for National Dog Day on Aug. 26, the campaign from BBH USA introduces a fashion line exclusively for dogs, in partnership with actress Nina Dobrev and streetwear brand Only NY. 

The collaboration includes a limited run of clothing and accessories such as a canine collar, cross-body treat bag, poop bag dispenser, leash and charity T-shirt for sale from Only NY. 

“Who doesn’t need matching all-weather gear with their dog and designer poop bags?” Erica Roberts, BBH USA chief creative officer, said in a statement.

The campaign, which includes a video lookbook, will run across social media and include several influencer partnerships. A portion of proceeds will go to the Canine Assistants, which supports dogs in assisting individuals in need.

Related: The latest creator and influencer marketing news 

Publicis’ Le Truc interns keep creatives from being cringe

Agencies are always looking for the best ways to connect with Gen Z, but campaigns don’t always hit the mark. To keep creatives from developing embarrassing campaigns, the interns at Publicis Groupe’s Le Truc creative collective started a ”Cringe Check” Discord server. 

The private Discord server is for Le Truc’s creatives—known internally as monsters—to connect with Gen Z monsters and ask whether their creative ideas are cringe. The interns who created the server, Jake Marchant, Isabelle Walton, Jared Montgomery and Anna Lyle Collett, also use the forum to keep tabs on what’s newly trending on social media, providing inspiration and even slang translations. 

The project highlights the importance of understanding that everyone can be an expert at something—even an intern. 

“We were encouraged to regularly share our creative voices, and we were reminded we can add a valuable perspective simply because of our organic immersion in the ever-evolving social stream,” Walton said in a statement. “Rather than using our novice position as a hindrance, we were able to turn our fresh perspectives into an empowering creative asset.” 

Johannes Leonardo hires strategy exec from Droga5

Johannes Leonardo hired Jonathan Daly as its new head of communications strategy. Daly joins from Droga5, where he served as head of communications strategy. 

The role had been vacant for some time, according to a spokeswoman for Johannes Leonardo.

Daly has 15 years of industry experience including stints at agencies such as Ogilvy, Dentsu Mcgarrybowen and Anomaly.

Joan Creative launches media practice

Independent agency Joan Creative partnered with Crossmedia to launch a media buying and planning offering, JOANxMedia. Crossmedia Executive Director Jodi Monroe will lead the partnership.

JOANxMedia marries creative and media, which is a “lost art in the agency business,” said Crossmedia CEO and Co-Founder Kamran Asghar. The partnership gives media a seat at the table from a campaign's inception, aiming to save clients time on strategy.

“So much of media gets boiled down to performance KPIs and bottom of the funnel these days, but when you team up with creative from the jump, you have an opportunity to do great, impactful work,” Asghar said in a statement. 

The offering will be available for all clients, including eBay, ZenBusiness, European Wax Center and S&P Global. It comes as Joan has added dozens of employees and moved to a new office in New York. Joan also recently opened a London office.

Wavemaker uses AI to play with visual identity

Wavemaker collaborated with AI artist Kris Kashtanova to use generative AI tools to create new concepts, styles and aesthetics for its visual brand identity. Kashtanova is the author of “Zarya of the Dawn,” an AI-assisted comic book that made headlines after Kashtanova tried to obtain copyright protection for it. (The U.S. Copyright Office granted a limited copyright registration for the book in February in a case closely watched by those in the AI space.)

Kashtanova created 60 images centered around Wavemaker’s orange ball logo, which is meant to be a visual representation of the agency's “positive provocation” culture, according to a statement by the agency.

The agency is also providing its employees with a generative AI toolkit as part of the collaboration. The toolkit covers ethical and legal considerations, and will be updated as new rules and regulations come into the AI space.

Also read: Lerma/ combats AI's DEI bias

Courage expands remit with Nestlé brands

Toronto-based creative agency Courage is expanding its relationship with Nestlé Canada. Courage will lead creative development in the country for Nescafé, Boost, Coffee Mate, San Pellegrino, Turtles and Kit Kat. 

The expanded remit was won without a pitch and was a result of previous work Courage did on the Nescafe portfolio, which launched two campaigns in the last year. 

Courage has already begun new brand work for Nescafé, Kit Kat and San Pellegrino, as well as an upcoming holiday campaign for Turtles. The shop is also handling a brand refresh for Boost as the company expands the Nestlé Health Sciences division of its business. 

Just briefly 

Cultural marketing agency 160/90 hired Marinda Yelverton as VP of creator and social, based in Santa Monica, California. Yelverton previously led strategy, creative and executional oversight at Whalar.

Independent agency Ruckus has secured 10 new business wins in the first half of 2023 across the food, tech and cyber sections. Wins include becoming the first agency partner to The Chef’s Garden, SSP America and the CyberRisk Alliance.