How Laughlin Constable helped the ASPCA shed its sad pet narrative

While Laughlin Constable did not have any Super Bowl ads last year, it was behind a spot in the Puppy Bowl—and the canine competition proved to be the perfect place to show how the American Society for the Prevention of Cruelty to Animals was changing its tune. Forever linked to Sarah McLachlan’s “Arms of an Angel” ad, the ASPCA needed a new direction to lift donations. Laughlin Constable moved the marketing from somber to celebratory, shooting ads that visually gave viewers the pet perspective while documenting the full breadth of services the organization provides. See all of the 2024 Small Agency award winners here The media plan included a spot in Animal Planet’s 2023 Puppy Bowl that, along with a heavy digital media plan, drove a 40% lift in incremental donations and a 57% lift in revenue attributed to the campaign, according to the agency. The results are just one example of how 48-year-old Chicago-based Laughlin Constable is experiencing a rejuvenation under a new leadership team while taking a more agile approach to responding to client needs. In late 2022, former BBH New York CEO Anthony Romano joined as CEO, with Laughlin also bolstering its leadership team by luring people from Havas and VML. The agency has also managed to maintain its family-run feel, with Jon and Pat Laughlin (sons of founder Steve Laughlin) serving as co-chief creative officers. In 2023, Laughlin Constable notched 13 new client wins, including creative and media AOR duties for True Value, supplements brand Nordic Naturals and hot dog brand Vienna Beef. Laughlin Constable also gained new work from existing clients Hoosier Lottery and Master Lock, which helped the agency grow total 2023 revenue by 8% to $54 million, according to figures it provided to Ad Age. The agency, based in the heart of Chicago along Michigan Avenue, did some of its best work for Windy City neighbor Vienna Beef, using an “always-on” social approach. That included a social media video called “The Royal Tenenbeefs” that riffed off of Wes Anderson’s “The Royal Tenenbaums.” See all of the 2024 Small Agency award winners here

How Laughlin Constable helped the ASPCA shed its sad pet narrative

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