The American Society for the Prevention of Cruelty to Animals (ASPCA)

Luke Franklin, Vice President, Membership
Rachael Keery, Vice President, Fundraising Strategy
Emily Schneider, Member Content Strategy
Yasmin Hermans, Senior Manager, Digital Marketing (Fundraising & Services)
Ellie LeStrange, Manager, Digital Acquisition
Krissy Kivel, Director, Acquisition (New Media & Digital)
Ayumi Stubbs, Director, Membership Acquisition

Laughlin Constable *Lead Agency

Pat Laughlin, CCO
Chris Ebel, Group Creative Director
Chelsey Wahlstrom, VP, Account Management
Thomas Curtes, VP, Strategic Planning
Emily Harley, VP, Media Director
Anthony Virgilio, VP, Data & Insights
Carrie Nygren, VP, Head of Production
Katy Gajewicz, Chief Strategy Officer
Vanessa Watts, EVP, Head of Media & Analytics
Mike Flanagan, Director, Programmatic
Joey Cantacessi, Supervisor, Programmatic
Pat Casey, Associate Director, Analytics
Jon Laughlin, CCO
Randall Kenworthy, Associate Creative Director
Gable Mansfield, Sr. Art Director
Dana Kaphingst, Sr. Copywriter
Kendall Roth, Art Director
Damilare Tomori, Production Designer
Frank Sigwarth, Sr. Editor
Connor Weitz, Sr. Editor
Marisa Giannini, Director, Paid Search & Paid Social
Kelcey Kaindl, Associate Director, Paid Social
Katie Broedlow, Media Planner
Lizi Margolin, Data Scientist
Tony Berg, Traffic Manager
Gabby Kailas, Sr. Project Manager
Matt Bougie, Associate Director, Content Strategy
Cody Murri, Director, UI Design
Jamie Wong, Jr. Strategic Planner
Julia Matthews, Director, Project Management

Chicago Recording Company

Ian Scott, Audio Engineer

LoveHomestead

Charlie Mysak, Director

Nolo Digital Film

Mike Matusek, Colorist

Lucid Holdings, LLC

The ASPCA faced a two-pronged challenge: consumers continued to associate the brand with the 2007 campaign featuring Sarah McLachlan’s “Arms of an Angel” and, post-COVID, donations had stagnated. We were tasked with changing perceptions to drive donations. Through a more compelling, complete brand story and a sophisticated media plan that guided consumers on a journey to donation, we broke through. We changed perceptions by increasing awareness of key ASPCA programs by as much as 14%, increased incremental donations by 40%, and grew revenue by 57% in test markets vs. control.