July 2008 - Across The Board AKC Chairman's Report

July 2008 - Recently, AKC's Communications Department’s public relations initiatives and the Marketing department’s branding program were honored by some of the top industry organizations in their respective fields. Our PR campaigns, which focused on responsible dog ownership, the popularity of purebred dogs in America, and how to avoid online puppy buying scams as well as AKC-licensed product program, were all award recipients.

The AKC Communications Department received:

PRSA-NY Big Apple Awards – Recognizing the accomplishments of PR professionals in the tri-state area.

3 Honorable Mentions:
2006 Registration Statistics – Reputation Management: Government, Associations & Non-Profit Organizations Category
2007 Buyer Beware – Online Puppy Scam Alert – Public Affairs: Government, Associations & Non-Profit Organizations Category
2007 AKC Public Service Announcement Campaign – PSA Print & Video Public Service Announcement Category

Bronze Anvil Awards – Awarding outstanding public relations tactics within national programs or campaigns.

Winner:
2006 Registration Statistics - Press Conferences Category
2007 AKC Public Service Announcement Campaign – Television PSAs Category

Hermes Creative Awards – Recognizing outstanding achievement and service to the communication profession, as judged by the Association of Marketing and Communication Professionals, an international organization.

3 Platinum Awards:
2006 Registration Statistics – Publicity Campaign Category
2007 Buyer Beware - Online Puppy Scam Alert – PR Campaign Category
2007 AKC Public Service Announcement Campaign – Non-Profit – Video PSA Category

American Business Awards – Honoring great performances in business from over 2,600 national nominations.

Finalist:
2007 Buyer Beware – Online Puppy Scam Alert – Best Communications or PR Campaign Category

These communications awards represented some of the most widespread media coverage in AKC’s 124-year history. The highly-ambitious initiatives of our in-house PR team achieved coverage in national outlets such as NBC’s The Today Show, the New York Times and on the homepages of AOL and YAHOO! AKC’s total year-end audience reach in 2007 was more than 600 million. And, based on the first six months of 2008, we have seen an unprecedented reach of more than 2 billion, putting us on target to more than quadruple our audience this year.

In only its fifth year in licensing, the AKC’s line of pet products were also honored last month for being among the world’s most successful licensing programs. AKC’s licensee, JAKKS Pets™, was named “Best Corporate Brand Licensee” by the International Licensing Industry Merchandisers’ Association (LIMA) for its AKC licensed product portfolio created in 2007. The Awards were given at the annual LIMA Gala and Awards Ceremony in New York City. The AKC and 4Kids Entertainment/4Sight Licensing Solutions were also nominated for “Best Corporate Brand Program.”

Of the more than 30 AKC licensee firms, JAKKS Pets is the largest, with a range of products for dogs and their owners available at more than 5,000 retailers in 24 countries. This fall, JAKKS will launch an AKC Championship Line of pet products and also a highly-anticipated co-branded AKC/Marley & Me™ pet product line based on the upcoming motion picture from Twentieth Century Fox.

These hard-earned accolades affirm that our mission to promote purebred dogs and responsible dog ownership connects with not only the media but dog owners nationwide. While we continue our work here in New York reaching out at the national level, we also recognize and congratulate our local clubs for all of the work they do to generate media coverage in their communities. Together, we will continue to reach, educate and engage more dog lovers.

Sincerely,