Episode 9 • 12/01/2022

Mike Bober, President and CEO of the Pet Advocacy Network, on a Successful Rebrand

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How do you take a 50-year old brand and refresh it to make it more relevant, recognizable and easily understood? How do you create excitement on Capitol Hill for your industry, members and issues?

In this episode of Associations Thrive host Joanna Pineda interviews Mike Bober, President & CEO of the Pet Advocacy Network. Mike introduces the Pet Advocacy Network (formerly PIJAC), shares his journey to becoming President and CEO, and then shares how Pet Advocacy is thriving through:

  • A rebrand from PIJAC (Pet Industry Joint Advisory Council) to the Pet Advocacy Network. Mike talks about why PIJAC decided to rebrand, how they decided on the new name and logo, and when and how they unveiled the new brand.
  • A 50 great moments in Pet Advocacy Network’s history social campaign
  • A return of their legislative fly-in
  • Pet Night on Capitol Hill and Cutest pets on Capitol Hill contests
  • A long history of successful advocacy on Capitol Hill


About Mike Bober

After more than a decade in various political outreach roles, Mike now oversees all aspects of the pet care community’s agenda at the federal, state and municipal levels for the pet trade’s largest legislative trade association. Mike works to engage and educate elected officials on a variety of issues affecting companion animals and those who care for and about them.

About Pet Advocacy Network

The Pet Advocacy Network has been involved in nearly every international, federal or state initiative addressing the importation, captive propagation, sale and possession of non-native aquatic ornamentals, birds, reptiles and small mammals, among many other issues. Some have been constant over the past 50 years, such as pet store sales bans, consumer warranties, animal cruelty, and restrictions on sales and possession. Others, including invasive species, zoonotic diseases and breed restrictions, have become more prominent over the years. But the foundation for Pet Advocacy Network’s advocacy work then and now is their dedication to advancing their mission, and through that, enabling Americans to experience the incredible benefits of the human-animal bond.

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About Associations Thrive

Associations Thrive podcast is hosted by Joanna Pineda, CEO & Chief Troublemaker at Matrix Group International. Joanna’s personal mission and the mission of Matrix Group is to help associations and nonprofits increase membership, generate revenue and thrive in the digital space. 

We believe that every association has a unique mission and unique story that demonstrates how they’re serving their members, impacting their industry, and ultimately changing the world. Every guest is an association Chief Executive, Executive Director or President. We’re here to help amplify their stories so all associations can learn and thrive, together.

If you and your organization have a great story,  apply to be on Associations Thrive!