In the first installment of The Drum’s new series ‘Special Sauce,’ in which agencies tell us what sets them apart, Lindsey Pittser at Mediasmith explains how office pets provide insights that data alone can’t. With plenty of cute animal pics thrown in.
Mediasmith has discovered an unconventional secret to success: a workplace culture where four-legged team members are as valued as their two-legged counterparts. As the agency of record for PetSmart, this philosophy isn‘t just good fun – it’s good business.
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Walk into one of Mediasmith’s offices on any given day, and you’ll notice something: the soft padding of paws accompanies the click-clacking of keyboards. As the agency of record of PetSmart, being a pet lover is in the team’s DNA.
On any typical day, a Shiba named Frank might be curled up beside a media planner finalizing a cross-channel strategy, while a pair of mischievous cats could be supervising a client presentation from their perch just out of frame.
It’s not a stretch to say that pets genuinely serve as inspiration for us in the work we do in the pet retail space. And, of course, there’s something about having animals in our workspace that keeps us grounded and connected.
The science behind the fluff: while the presence of pets creates a joyful atmosphere, there’s solid scientific evidence supporting this approach. Studies have shown that pet-friendly workplaces report lower stress levels, increased collaboration, and higher employee satisfaction.
For Mediasmith, this isn’t just a casual pet-friendly policy; it’s integrated into our company culture. Our top Slack culture channel is a fun pet showcase, where colleagues share their day-in-the-life snaps of their furry friends. ‘Cutest pet’ is naturally the toughest category at our annual company awards.
The synergy between Mediasmith’s culture and our work with PetSmart creates a unique perspective that benefits both companies. When you’re developing media strategies for a pet retailer, having a pet as part of your daily experience gives you insights that data alone can’t provide.
This embedded understanding of pet-owner behavior has translated into measurable success. Since taking on the PetSmart account, Mediasmith has helped grow media investment 150% across PetSmart’s omnichannel campaigns with positive media returns.
Wagging tails
Mediasmith employee tenure is over a third higher than the industry average and increased 15% in 2024. Meanwhile, our work for PetSmart has translated to double-digit growth over the years.
We believe our success comes from bringing our whole selves to work. This approach has helped create an environment where collaboration flourishes, and that translates directly to the results we deliver for clients like PetSmart.
In an industry often characterized by burnout and high turnover, Mediasmith’s approach offers a refreshing alternative. The agency has found that its special sauce isn’t only about proprietary technologies or innovative strategies – though they have those too – but about creating a workplace where both humans and their furry friends can thrive.
As for whether those pets are actually the ones behind some of the agency’s most brilliant ideas? I have my suspicions.
In fact, I’m pretty sure our retail media program is run by a pug named Freddie.
