If dogs do indeed share the personalities of their owners, Spotify's Adoptify campaign could very well be a winner. Hoping to encourage Germans to adopt shelter pooches, Spotify taps into people's desire for brand EQ, by encouraging empathy with a very personal campaign.

Many pet owners see their furry friends as members of the family, splashing out on them accordingly. But when heading abroad, it can be difficult to leave one’s pooch languishing in a kennel. Pawshake offers another option, providing a platform through which owners can connect with pet sitters.

Buying organic rabbit food, brushing your cat’s teeth, and sending your dog for hydrotherapy are no longer considered eccentricities. Pets are taking on human status, and they’re being treated accordingly. How can brands help enrich the lives of pet parents and their beloved fur babies?

There’s a reason that dogs are a man’s best friend, and when Fido goes missing it’s any pet owner's nightmare. But now, Pedigree is hoping to give pet owners peace of mind if their pooch goes astray with is app Found, which uses mobile ads to find lost pets.