Hanson Dodge Joins the Ruffwear Pack

Independent agency Hanson Dodge (HD) has been named North American agency partner for Ruffwear, the original outdoor performance dog gear brand.  Hanson Dodge will be responsible for helping Ruffwear expand its brand awareness and drive profitable growth as it seeks to further develop its North American retail and global e-Commerce businesses.  The decision was made without a competitive review.  

“More and more people are heading outdoors with their canine companions and are looking for the same level of quality outdoor gear they wear but for their dog – products that provide optimal fit, comfort, and performance to unleash a life of discovery and exploration together,” said Robin Skillings, Ruffwear’s chief marketing officer.  “Ruffwear is the original outdoor performance dog gear brand.  It has, and will continue to be, our core focus and the primary way we inspire dog and human connections outdoors.  We’ve partnered with Hanson Dodge, whose proven experience in the outdoor category with clients like KEEN, gives us the confidence to take the next great leap forward in our journey – bringing the most innovative, performance-driven and trail-tested product to market.”

Initially, Hanson Dodge will be responsible for all media planning, buying and implementation with a focus on maximising the brand’s return on investment.  Subsequently, the agency will also be responsible for consumer research and creative concepting and direction for Ruffwear’s 30th year in market.

Stacie Boney, president of Hanson Dodge said, “Ruffwear fits perfectly within our client and knowledge base.  It’s privately-owned, like a number of our clients.  It competes in the outdoor space.  It’s pet-centric, like our recently added veterinary business.  It has significant global permission, like a number of the new accounts we won last year.  And as an agency based in Milwaukee, staffed by people – many of whom are dog owners – we certainly know something about dogs and human connections outdoors.”  

The assignment goes into effect immediately, with new work expected to debut later in the year.

The addition of Ruffwear follows HD new business wins in 2023 that included the line of Green Gobbler cleaning products, Lafeber Veterinary Care, Potawatomi Business Development Corp and Softeon Supply Chain Solutions.