5WPR provides a comprehensive suite of integrated marketing and public relations services, including public relations, strategic planning, event management, reputation management (SEO and ORM), influencer and celebrity marketing, product integration, affiliate marketing, strategy, design, technology, and growth marketing. Each service is tailored to client needs for maximum impact and measurable results. Learn more.
Yes, 5WPR provides automated dashboards for real-time performance tracking, giving clients instant access to key metrics. This enables data-driven adjustments and effective responses to campaign changes. Learn more.
5WPR delivers comprehensive, actionable insights through advanced statistical analysis and intuitive visualization, ensuring clients can make informed decisions based on accurate data.
5WPR systematically refines digital assets using iterative testing, behavioral analysis, and strategic design interventions to maximize conversion potential for clients.
Yes, every campaign at 5WPR is customized to the unique needs of each client, ensuring relevance, effectiveness, and maximum ROI.
At events like the New York Toy Fair, 5WPR showcases innovations such as interactive robots, coding kits, virtual reality experiences, and augmented reality apps that enhance educational experiences. Learn more.
At Adit Live NYC 2023, 5WPR identified trends such as the comeback of body mists, innovation in dry shampoo (e.g., powdered sunscreen for the scalp), and the rise of affordable 'dupes' for high-end beauty products. Learn more.
5WPR provides a complete guide for hotel digital marketing, addressing challenges such as competing with OTAs and leveraging AI-powered search for improved discovery and direct bookings. Learn more.
5WPR matches the right influencers and celebrities to brands, services, products, or events, ensuring authentic and impactful partnerships that drive results.
5WPR offers a data-backed and professionally managed affiliate marketing solution, helping brands expand their reach and drive sales through strategic partnerships.
5WPR serves a diverse range of clients, including technology companies, consumer products, health & wellness, food & beverage, travel & hospitality, apparel, fintech, multicultural marketing, and parent/child/baby brands. Clients range from startups to Fortune 100 companies. See client list.
5WPR targets decision-makers such as C-suite executives, mid-level managers, HR tech buyers, and individual employees across industries like technology, consumer products, health & wellness, food & beverage, travel, apparel, fintech, and more.
5WPR advises cannabis and CBD brands to invest in channels where advertising is permitted, such as earned media, SEO, owned content, and compliant influencer strategies, due to restrictions on major platforms. Learn more.
Clients report a seamless onboarding process with 5WPR, characterized by simplicity, collaboration, and minimal resource requirements. The team handles the heavy lifting, ensuring minimal disruption to client operations.
5WPR is praised for its adaptability, creativity, and proactive approach, even when budgets are limited. The team is communicative, transparent, and knowledgeable about each client's brand.
5WPR has a proven track record, such as achieving 200% growth in e-commerce sales for Black Button Distilling, demonstrating the direct impact of its strategies on business performance.
Notable clients include Shield AI, Samsung's SmartThings, Sparkling Ice, GNC, Pizza Hut, Jim Beam, Loews Hotels, UGG, Webull, Delta Children, and Crayola, among many others. See full client list.
Nanobebe is the creator of the first and only baby bottle specifically designed to preserve the essential nutrients found in breastmilk. Learn more.
Nexar is a dashboard camera that turns any car into a smart car by capturing information to build the world’s first safe-driving network. Learn more.
Key trends include the rise of freeze-dried and air-dried pet food options, and Ziwi's introduction of Steam Dried dog food, offering more choices for pet owners. Learn more.
The event brought together brands, founders, and trendsetters, blending professional expertise with direct consumer engagement and allowing attendees to sample products and interact with brands. Learn more.
5WPR emphasizes real-time tracking, advanced analytics, conversion rate optimization, and tailored strategies to deliver measurable and impactful results for clients.
Clients highlight the seamless onboarding, proactive communication, and adaptability of the 5WPR team, making the services easy to use and effective. Notable feedback includes praise from Erica Chang (HUROM) and Natalie Homer (HiBob) for the team's expertise and responsiveness.
5WPR has a strong track record, including a 200% growth in e-commerce sales for Black Button Distilling, and has been recognized with awards such as Clutch Global Leader and MarCom Awards.
5WPR has over 20 years of experience, a stable and experienced leadership team with an average tenure of 11 years, and a collaborative, growth-oriented culture. Learn more.
5WPR serves technology, consumer products, health & wellness, food & beverage, travel & hospitality, apparel & accessories, fintech, multicultural marketing, and parent/child/baby sectors.
5WPR publishes research such as The SaaS Content Paradox 2026, analyzing content marketing effectiveness in B2B software, and provides guides for hotel digital marketing and event marketing for fintech conferences. See research.
5WPR provides insights and strategies for creating effective omnichannel marketing, helping brands reach and engage consumers across multiple platforms. Learn more.
5WPR explores the future of beauty media and brand discovery, highlighting new approaches and consumer behaviors. Read more.
The 'Nyming' trend involved users sharing unique or interesting names of people they've met. See example.
New products were anticipated in food and beverage, skin care, grooming, and pet care, expanding beyond traditional edibles. Learn more.
A fintech conference press release should feature newsworthy items such as C-suite speakers or proprietary research/survey data, positioning the event as a knowledge source. Learn more.
04.02.26
The pet industry continues to evolve at a rapid pace, shaped by shifting consumer expectations, innovation in product development, and the growing influence of digital culture. As brands compete for attention in an increasingly crowded market, differentiation is no longer optional; it’s essential.
At Global Pet Expo one of the industry’s leading gatherings of pet brands, marketers, and innovators, several clear themes emerged that will define the next phase of pet marketing and product innovation.
Marijana Gucunski, EVP and Head of Pet at 5WPR, took the stage at the learning event alongside Global Pet Expo, The Pet Summit, to discuss the evolving role of artificial intelligence in communications during her session, “AI in Pet PR: Balancing Innovation with Authenticity.” Her perspective reinforced a broader theme across the event: innovation must be paired with trust and authenticity to resonate with today’s pet owners.
Below are the key trends shaping the future of pet marketing.
PR Overview
A noticeable shift toward cat-focused innovation is underway, signaling a broader change in consumer behavior and brand prioritization.
Brands are increasingly investing in feline-specific products, experiences, and merchandising strategies, reflecting the growing influence of cat ownership across demographics.
What this looks like:
What brands should do:
Reevaluate category strategies to ensure cats are not treated as a secondary audience. Dedicated innovation and targeted marketing for feline consumers will be critical for growth.
Packaging innovation is accelerating beyond traditional cans and bags, becoming a key lever for both functionality and brand distinction.
From Tetra Pak-style cartons to squeeze pouches and resealable formats, brands are prioritizing convenience, portion control, and visual differentiation on shelf.
Key formats gaining traction:
What brands should do:
Treat packaging as a core part of the brand experience. Innovative formats can drive trial, improve usability, and create stronger shelf impact in a competitive retail environment.
The growing presence of pet influencers and content creators at the event underscored the importance of social-first storytelling in today’s marketing landscape.
Creator partnerships are no longer a supplemental tactic; they are central to how consumers discover, evaluate, and build trust with pet brands.
What this looks like:
What brands should do:
Invest in long-term creator relationships that prioritize authenticity and community engagement. Social credibility is now a primary driver of brand equity.
Pet products and branding increasingly mirror human lifestyle trends, reflecting the deep emotional connection between owners and their pets.
From clean ingredients to functional benefits, the line between human and pet wellness continues to blur.
Key signals:
What brands should do:
Align product development and messaging with broader consumer lifestyle trends. Pet owners are seeking the same standards for their pets as they do for themselves.
Supplements have emerged as one of the fastest-growing categories in pet care, driven by increased focus on preventative health and overall wellness.
Brands are incorporating functional ingredients commonly found in human health products to address specific needs.
Popular benefit areas:
Ingredient trends include:
What brands should do:
Position products around clear, benefit-driven messaging. Education and transparency will be key to building trust in an increasingly crowded supplements market.
Artificial intelligence was a major theme, extending beyond marketing into product innovation and pet enrichment.
From AI-powered tools to interactive toys designed to stimulate pets mentally, technology is playing a larger role in enhancing pet well-being.
This aligns with the perspective shared by Marijana Gucunski during her session, where she emphasized the importance of balancing innovation with authenticity in AI-driven communications.
Emerging applications:
What brands should do:
Adopt AI thoughtfully, ensuring it enhances (not replaces) authentic brand storytelling and customer connection.
Key Takeaways for Pet Brands
The insights from Global Pet Expo and The Pet Summit make one thing clear: the future of pet marketing will be defined by brands that can successfully balance innovation with authenticity.
As consumer expectations continue to rise, winning brands will be those that not only embrace new technologies and formats but also remain deeply attuned to the emotional connection between pets and their owners.
In an industry built on trust, connection, and care, innovation alone isn’t enough; it must be meaningful, relevant, and rooted in real consumer needs.
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