B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Pinterest
  • WPP
  • AFL
  • Anthony Albanese
  • Thinkerbell
  • NRL
  • Federal Election
  • Cannes Lions
  • State of Origin
  • AI
  • B&T Women in Media
  • Spotlight on Sponsors
  • Channel 10
  • ARN
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Eleven And TBWA\Sydney Call For PETernity Policies In The Workplace For PetCulture Launch
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Eleven And TBWA\Sydney Call For PETernity Policies In The Workplace For PetCulture Launch
AdvertisingMarketing

Eleven And TBWA\Sydney Call For PETernity Policies In The Workplace For PetCulture Launch

Staff Writers
Published on: 8th June 2021 at 4:20 PM
Edited by Staff Writers
Share
3 Min Read
SHARE

Eleven with TBWA\Sydney has launched online retail startup PetCulture by campaigning for PETernity Policies to be implemented in the workplace.

The initiative is the first act to bring to life PetCulture’s newly launched brand platform – pets are people too.

An online PETernity Petition is calling on employers to recognise the significant role pets play in families and introduce pet care flexibility in the workplace.

The campaign is further supported across social media with a series of 30-, 15- and six-second spots.

PetCulture CEO Simon Smith commented, “with more pets than people in Australia – 29 million and counting – pets have become integral to our way of life. However, our research reveals that Australian pet parents aren’t getting the support they need from the workplace when it comes to caring for their pets.”

“Given that our mission is to support and nurture the relationship between pets and pet parents, we’re proud to be leading the charge for PETernity Policies.”

 

View this post on Instagram

 

A post shared by TBWA\Sydney (@tbwasydney)

Research found that more than four in five Australians (81 per cent) are asking for more flexibility at work when it comes to the care of their pets, including sick leave, carer’s leave and flexible working.

“With Eleven and TBWA\Sydney, we are sparking a national conversation that shows we not only get pet parents, but we get pets too – and this is the first step in showing our support and understanding when responding to the needs of our pet community,” said Smith.

TBWA\Sydney strategist Rachel Tucker added “we’re seeing a cultural shift away from traditional pet–master relationships, to ones of mutual care and betterment.”

“Research shows that parents see their pets as equals that reward us as much as we reward them. For PetCulture, we wanted to create a platform that championed the bond between pet and pet parent.”

Eleven Executive Creative Director Russ Tucker said, “with PetCulture we wanted to demonstrate that we understand the pet community and the values of modern pet parents. ‘Pets are people too’ is a celebration of the unique personalities and needs of our individual pets, and reflects the fundamental role that pets play in Australian family life. ”

The call for PETernity Policies launched on 26 May and has garnered coverage nationally across 7News, News Corp’s network, News.com.au, Sunrise, Today Extra and beyond – all petitioning for pets to be more considered in the workplace.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: ELEVEN, TBWA\Sydney
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Westpac Banks On Michelle Klein To Lead Marketing & Growth
23/06/2025
Diversity Council Australia Celebrate Its 40th Birthday With New Brand Identity
23/06/2025
The B&T Awards Are Back!
23/06/2025
Cannes Lions Investigating Grand Prix Win Amid Claims Of Manipulated Submission
23/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?