PetSmart has named BarkleyOKRP its new integrated creative and media agency of record following a competitive review led by Pile+Co.
The appointment consolidates strategy, creative, media, data and analytics under a single agency partner, giving BarkleyOKRP a broad remit as PetSmart looks to strengthen brand relevance, deepen customer loyalty and drive more traffic both in stores and online.
“PetSmart has an opportunity to help more people experience the joy that comes from a life with pets,” said Bradley Breuer, SVP of marketing at PetSmart. “BarkleyOKRP understands the emotional bond between pets and their people.”
The new partnership will build on PetSmart’s existing “Anything for Pets” brand promise while aiming to create a more connected marketing ecosystem around the company’s retail and service offerings.
With more than 1,700 stores across the U.S., Canada and Puerto Rico, PetSmart’s relationship with customers extends beyond traditional retail into grooming, training, adoption and veterinary care. BarkleyOKRP will help bring those touchpoints together while looking for new ways to increase shopping frequency across physical and digital channels.
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“PetSmart is an iconic brand with an incredible opportunity to deepen its relationship with pet parents,” said BarkleyOKRP CEO Katy Hornaday. “Partnering with Bradley and his team to tell their story as the best complete resource for pet parents is a dream opportunity.”
Hornaday added that the agency’s integrated model will let the team connect creative thinking with media, data, and analytics rather than treating those disciplines as separate assignments.
That approach reflects a broader industry move toward consolidating marketing responsibilities with fewer agency partners, particularly as brands look for tighter coordination between brand building, performance media and customer data.
For BarkleyOKRP, the account adds another major retail brand to a roster built around integrated strategy and creative work.
The relationship is already underway.
BarkleyOKRP is currently developing PetSmart’s 2026 holiday campaign, which is expected to debut this fall.
And if that work is any indication, the first big test of the new partnership will arrive during one of retail’s most competitive — and most emotional — seasons of the year.
