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We blend cutting edge research and technology with ingenuity, human insights and creativity, delivered in a seamless experience for our clients. We call that The Art of Human Sense™.

Lucy Pet: USIM Named Media Agency of Record



IRVINE USIM, today announces it has been selected as the media agency for Lucy Pet, a brand that is making a difference in the pet world and leading the industry through innovation by creating foods that promote advanced gut health for dogs and cats. Lucy Pet Foods are made right here in the U.S.A. with natural ingredients and recipes based on forty years of scientifically published research. Each variety of the brand’s product provides 42 essential nutrients dogs and cats need on a daily basis in every single bite. As the agency of record for Lucy Pet, USIM will lead the brand's media efforts, creating a holistic strategy to increase customers and build brand awareness.

Dennis Holt, Founder and CEO of USIM, is a true advertising industry's pioneer who literally invented the idea of unbundling media and thusly created a $200 billion industry that has become a global business model said: “We are proud to be associated with Lucy Pet, a company who puts the health of animals first as well as its’ companion charity arm the that has helped stop animal overpopulation by performing over 28,000 free spay and neuters in Southern California.

"Lucy Pet wants to make a difference with their pet products and 501 (c) (3) non-profit Foundation. To do this, they need to spread the word about health-conscious pet food and products,” Said USIM’s President, Western Region, Chief Digital Officer, Eran Goren. “We are excited about the opportunity to be part of the Lucy Pet family. We are proud to help them expand their business, and improve the lives of dogs and cats by digitally sharing Lucy Pet’s vision.”

Joey Herrick, who thirty years ago changed the pet food industry and is Lucy Pet’s founder and president, has teamed up with World Series MVP and current Dodgers broadcaster Orel Herhiser and together they stated: ‘Our goal is to create the healthiest and most nutritious pet foods made today. One that is based on scientific principles, not marketing fads…we did that. There is no better unconditional love throughout life than that one gets from a dog or cat companion.'

The Lucy Pet business will be managed out of USIM’s Irvine office. For more information regarding the USIM-Lucy Pet relationship, please contact Stacy Smith, PR/Marketing Manager for USIM

About USIM
USIM is the fastest-growing independent media agency providing best-in-class integrated media solutions. Every day and with every challenge, USIM Practices the Art of Human Sense™ – blending cutting edge research and technology with ingenuity, human insight, and creativity, delivered in a seamless experience for its clients and agency partners. Founded by media pioneer Dennis Holt in 2004, USIM is headquartered in Los Angeles, has 16 offices throughout the United States and Canada, and was named MediaPost’s first-ever Programmatic Agency of the Year. For more information, please visit

About Lucy Pet

Lucy Pet is a family-owned and operated pet product business based in Westlake Village, California. The brand and the Herrrick Family directly fund its 501 (c) (3) non-profit Lucy Pet Foundation. The foundation’s mission is to reduce pet overpopulation and the euthanasia of over 60,000 dogs and cats per week in the United States.

From Formula for Life ™ dog and cat food to Lucy Pet Cats Incredible cat litter, Lucy Pet develops quality products for pets' health and wellness. Their products are made in the U.S.A and can be found in Southern California pet specialty stores and online at, Amazon, and Chewy. For more information please go to or follow Lucy Pets and their spokesdog, Surfin' Jack on Facebook, Twitter, and Instagram: @LucyPetProducts and @SurfinJackDog.

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