Westminster Kennel Club Taps Beekman Social as Agency of Record

By Kyle O'Brien 

Westminster Kennel Club has selected social-first creative agency Beekman Social as its agency of record to help generate widespread brand awareness and year-round engagement for dog lovers through digital content.

“We are thrilled to collaborate with the Beekman Social team to help amplify our esteemed show for today’s diverse and devoted audiences across platforms,” said Don Sturz, president, Westminster Kennel Club in a statement. “The team’s focus on storytelling and deep understanding of culture will help us cultivate a year-round destination for dog lovers of all ages and backgrounds.”

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The Westminster Kennel Club was established in 1877 and is America’s oldest organization dedicated to the sport of purpose bred dogs, and it culminates in the popular televised Westminster Kennel Club Dog Show in spring. Beekman Social will support the organization through custom social and digital strategy, year-round partnership programming, original content creation, and event strategy and execution.

“Westminster Kennel Club is an iconic brand,” said Jeffrey Tousey, founder and CEO, Beekman Social in a statement. “It’s a privilege to help expand the 148-year-old show’s presence to a broader audience, offering them an immersive year-round journey alongside this legendary club.”

Beekman Social will also develop a refreshed email newsletter strategy to further engage the Westminster community with announcements, education and more, as well as create custom materials within the agency’s creative studio and develop and manage influencer programs.

In addition, Beekman Social will handle content surrounding the dog show itself, which takes place May 11-14, 2024 at the USTA Billie Jean King National Tennis Center in Queens, New York. The team will develop social strategies before, during and after the event, with the goal of expanding the show into a larger digital experience through platforms like Instagram, Facebook, TikTok, X, Threads and YouTube.

Creative agency Glow was the previous social AOR for the Kennel Club.

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