The Bronx Zoo and New York Aquarium have found a new creative partner in Laughlin Constable. The independent full-service agency has been named the creative agency of record for both institutions, following a national competitive review led by the Wildlife Conservation Society (WCS).
The selection marks a significant new chapter for the Bronx Zoo, one of the most iconic wildlife destinations in the world, and the New York Aquarium, the oldest continuously operating aquarium in the U.S. The Chicago- and Milwaukee-based agency will take the creative lead in reimagining the brand and inspiring visits through a new campaign for the Bronx Zoo, followed by work for the aquarium.
“The Bronx Zoo has been such a beloved and iconic destination for generations, so to say we’re feeling honored by this new partnership is an understatement,” said Anthony Romano, CEO of Laughlin Constable. “The zoo’s mission to save wildlife and engage millions to care about nature is incredibly inspiring, and we can’t wait to shine a new, more personal light on that extraordinary story.”
Laughlin Constable’s appointment follows a rigorous agency review process that began in September 2024. The agency was ultimately chosen for its creative vision and ability to forge deep emotional connections between audiences and brands.
“We’re at such an exciting inflection point with the Bronx Zoo as we look to expand our reach and deepen our impact,” said Meghann Kelley, Director of Marketing for the Wildlife Conservation Society. “Laughlin Constable stood out with their ability to bring our mission to life in bold, new ways.”
The Bronx Zoo, which celebrated its 125th anniversary in 2024, is one of the largest zoos in the United States, spanning over 265 acres of hardwood forest. Its world-class exhibits include the Congo Gorilla Forest, Wild Asia Monorail, and Tiger Mountain. Meanwhile, the New York Aquarium, located in Coney Island, continues to be a key player in marine conservation and education.
WCS, which operates both institutions along with the Central Park Zoo, Prospect Park Zoo, and Queens Zoo, has a mission to save wildlife and wild places around the globe. The non-profit organization manages conservation programs in more than 50 countries.
A Banner Year for Laughlin Constable
The new partnership adds to a growing list of achievements for Laughlin Constable. The agency was named Ad Age’s 2024 Small Agency of the Year and received top industry accolades, including Effie and Clio Awards for its creative work.
With its history of working with brands like True Value, Master Lock, Sherwin-Williams, Milwaukee Bucks, Northwestern Medicine, and the ASPCA, Laughlin Constable is poised to bring fresh energy and innovative storytelling to the Bronx Zoo and New York Aquarium.
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