Germinder Introduces GNFP Digital

NYC Office Relocates To SoHo, KC Office Set for Crossroads Arts District 

New York – June 7, 2017 – Germinder & Associates, Inc., an agency specializing in the $67 billion pet industry, today announced an expansion of its digital capabilities with the introduction of GNFP Digital. With the introduction comes a strategic move of the agency’s midtown New York City offices to 175 Varick Street, WeWork/SoHo West. The agency’s #GNFPDigital services will be located in the new WeWork/Corrigan Station in the KC Crossroads Arts District. Those offices are set to open just in time for the Animal Health Corridor’s Global Animal Health Week annual events.

NYC Street Sign“We’ve always aimed to be ahead of the curve, and our Goodnewsforpets Digital platform is an example of that. Now with GNFP Digital we can extend those capabilities to other areas of digital communications. And, we see great synergy in moving our offices to a more collaborative creative space in SoHo and opening our new GNFP Digital offices in the Crossroads Arts District, in the heart of the Kansas City Animal Health Corridor. It’s a package we are looking forward to presenting to both clients and prospects alike,” said Lea-Ann Germinder, APR, Fellow PRSA, President & Founder.

GNFP Digital will apply Germinder’s well-honed brand of strategic counsel, spokesperson and crisis training expertise in the pet industry coupled with the latest expertise in the digital space. Reputation management services in the digital setting will also be offered. Companies and C-suite executives seeking to either enhance or revamp their digital presence can benefit from the services.

“In all the years, I have known Lea-Ann, she is always one step ahead in advising her clients on how to proactively engage rather than fight or ignore an issue. And, she leverages every communications channel at her disposal. She anticipated the impact of the Internet, the impact of the bloggers, and the impact of social media. She is disciplined in her approach and I look forward to seeing this next phase of her business unfold,” said Susan McGreevy, partner at Kansas City law firm of Stinson Leonard Street LLP.

Germinder publishes the firm’s award-winning Digital platform. curates news of interest and importance to informed pet parents inclusive of the pet industry and veterinary profession. The award-winning site was launched in 2000. Goodnewsforpets offers sponsored packages and is a sponsor of the NY Dog Film Festival, a national festival that celebrates the dog. The site regularly contributes both in-kind and monetary donations to shelters, rescues and not-for-profit organizations.

About Germinder & Associates, Inc.
Germinder & Associates is an award-winning New York City and Kansas City based agency that provides strategic counsel, digital publishing content, campaigns for niche markets including animal health and pet products. The agency was founded in Kansas City in 1998 and opened a New York office in 1999. Iconic initiatives include The Catalyst Council; KNOW Heartworms and the Kansas City Animal Health Corridor. The agency is a member of the PR Council, a Diamond sponsor of the PRSANY Big Apple Awards and a Majestic sponsor of the Greater Kansas City Prism Awards. The agency will celebrate its 20th anniversary next year. Follow on Twitter: @GerminderPR and Facebook: GerminderPR.

About Lea-Ann Germinder, APR Fellow PRSA
Lea-Ann Germinder, APR Fellow PRSA is an accredited public relations leader and animal health industry veteran. She has served on the national board of the Public Relations Society of America (PRSA), as a Trustee of the PRSA Foundation, and as President of the New York and Kansas City PRSA chapters. She is a member of the Women Presidents Organization (WPO), NY Women In Communications (NYWICI), the Fear Free Advisory Board, Veterinary Marketing Association Executives (VMAE), Veterinary Partners, the Cat Writers’ Association of America (CWA), the Dog Writers Association of America (DWAA), and Women in the Pet Industry (WIPIN). Follow her on Twitter: @lgerminder


Germinder & Associates Partners with Renowned Fine Jewelry Designer, Elena Kriegner, to Bring Diamonds to Pets and their Parents this Valentine’s Day #gnfplovegiveaway

Veterinary and pet communications agency, Germinder & Associates, is partnering with Elena Kriegner on giving away three diamond heart-paw charms during the 15th anniversary series contest.

New York. February 8, 2016. As the end of the 15th anniversary series contest, hosted by acclaimed animal health and news website, draws near, site publisher Germinder & Associates is bringing the love back to the readership with a luxurious Valentine’s Day Diamond Charm Giveaway for three lucky winners.

DiamondCharm-300x200@2xThe exclusive heart-paw charm has been on the site’s hot list for the past twelve months, with readers inquiring about where to find the stunning, convertible charm-turned-pendant, designed exclusively for by jewelry designer and dog lover, Elena Kriegner.

Site Founder and Germinder & Associates President Lea-Ann Germinder, APR Fellow PRSA says, “Our partnership with Elena Kriegner has been a joy, and a wonderful means to celebrate the 15th anniversary of We are passionate about supporting female business owners and entrepreneurs, so this collaboration was the perfect way for us to give back to our readers!”

Thirty-seven heart-paw charms have been given away during the anniversary celebration contests to date. To mark the annual day of love, the agency has made February’s giveaway charm an extra special one by incorporating a single diamond into each individual sterling silver charm. In addition, each winner will have a monetary donation made in their name to the animal rescue or shelter of their choice.

IMG_3959-300x300@2xAustrian born and Manhattan-based New York City award-winning jewelry designer, Elena Kriegner, is well known for her contemporary-meets-fine-jewelry style. Her ability to invent new forms of convertible jewelry have landed her much media coverage: from the Voyage collection, with rings turned pendants designs, to the Amorets collection, featuring pendant turned earring masterpieces, as well as a new way to design a ring that avoids sizing issues altogether for retailers and consumers alike.

Kriegner says, “Jewelry is the most personal physical gift that can be given and shared as a token of love. Why not extend the love to our pets too? They are part of our family, and I wanted to design something that was interchangeable between pets and their pet parents. As an avid follower of, I knew this was the website I wanted to work with to make the vision for animals come alive.”

The Valentine’s Day Diamond Charm Giveaway is open for entry through midnight on February 14th, 2016. Contest Rules and restrictions apply. To enter, visit For inquiries regarding this release, contact Lea-Ann Germinder at or call 212-367-2170. You can follow us via social media by searching for the hashtag #gnfplovegiveaway, or following us on Twitter @goodnewsforpets. has curated news of interest and importance to informed pet parents inclusive of the pet industry and veterinary profession since 2000.

About Germinder & Associates
Germinder & Associates is an award-winning New York City-based agency that provides strategic counsel, digital publishing content, and national campaigns for niche markets including animal health and pet products. Follow Germinder & Associates on Twitter @GerminderPR or on Facebook at

Germinder Named Dog Writers Association of America Agency of Record – Goodnewsforpets Will Be Third-Party Digital Platform

(New York – August 31, 2015) – Germinder & Associates is pleased to announce the agency has been named agency of record for the Dog Writers Association of America (DWAA). The agency was named agency of record for the Cat Writer’s Association of America earlier this year. Both organizations were the first media partners for Germinder’s seminal website and now the Goodnewsforpets digital platform.

“Germinder’s agency founder Lea-Ann Germinder has a long history of supporting the DWAA and its members. Now we are thrilled to have her full agency support and the Goodnewsforpets platform to promote our programs and reach potential members and sponsors about our organization, “ said Ida Estep, DWAA President.

The venerable DWAA was founded in New York City in 1935 and is well known in the publishing world for its Maxwell Medallion awards, named after the late AKC judge Maxwell Riddle. The finalists and award recipients along with special award honors are announced on the Sunday prior to the Westminster Kennel Club Dog Show in New York City. This year the event will be held in combination with a writing seminar as a luncheon format. The prestigious DWAA contest entry deadline will close soon on September 9, 2015.

“I am thrilled to begin this new relationship with DWAA, which is an organization near and dear to me. I have met so many outstanding members over the years and look forward to our agency promoting and publicizing this wonderful organization of highly skilled dog writers, bloggers and journalists,” said Lea-Ann Germinder, APR PRSA, President & Founder, Germinder & Associates. Germinder is also publisher of

 About DWAA

The Dog Writers Association of America is the most recognized professional writing association devoted to dogs. Founded on February 13th, 1935 by a group of editors and publishers invited to the Westminster Kennel Club, the DWAA now includes over 500 members. DWAA encompasses all aspects of the world of dog writing and publishing –showing, performance, behavior, training, health, and the human animal bond. For 80 years, DWAA has helped members share ideas for articles, helped with interviews and discussed fees and contracts. For editors and publishers, DWAA recommends members, helps with topics for articles, and suggests sources and interview subjects. For more information visit the newly relaunched website , follow us on Facebook at Dog Writers Association of America or on twitter at @DWAA_US.

About Germinder & Associates &

Germinder & Associates, Inc. is based in New York City and provides strategic counsel, digital publishing content, and national campaigns for niche markets including animal health and pet products. The newly redesigned website and associated social media channels forms a digital platform that curates news of interest and importance to informed pet parents inclusive of the veterinary profession and pet industry. For information about Germinder & Associates services or Goodnewsforpets sponsorships, contact Lea-Ann Germinder at or 917-334-8682 or 212-367-2170. Follow us on Facebook at GerminderAssociates, or on twitter @GerminderPR.

Germinder & Associates Named PR Agency for NYC-Based Assisi Animal Health

(New York) – July 10, 2015 – Germinder & Associates, Inc. is pleased to announce the firm has been named public relations agency partner for New York City-based Assisi Animal Health. The agency will work with Assisi to introduce the company, its line of products and patented technologies to the veterinary profession and to the pet-owning public.

“We selected Germinder & Associates as a strategic partner based on their in-depth knowledge of veterinary medicine communications and public relations expertise. We believe they will be highly effective in helping us communicate the benefits of our products and services,” said John Wilkerson, Chief Executive Officer of Assisi Animal Health.

The first assignment for the agency is the introduction of the company, targeted Pulsed Electromagnetic Field Therapy (tPEMF) and the company’s new Assisi Loop 2.0 at the American Veterinary Medical Association in Boston, MA, July 10-14, 2015.

“We are proud of our 17 year heritage in helping animal health companies achieve their goals in both bringing products to the veterinary profession and educating the pet-owning public. We are thrilled to add Assisi Animal Health to our client roster and look forward to working with them,” Lea-Ann Germinder, APR Fellow PRSA, founder and president of Germinder & Associates and publisher of


Germinder Associates, Inc. is a NYC-based agency, with a satellite office in Kansas City, Mo. The agency was founded in 1998 by Lea-Ann Germinder. The agency provides strategic counsel, digital publishing content, and national campaigns for niche markets including animal health and pet products. For information, contact Lea-Ann Germinder at or visit Follow on Twitter at @GerminderPR and on Facebook at

Assisi Animal Health was acquired in 2013 by Dr. John Wilkerson, a successful medical industry entrepreneur and life science growth investor. Assisi Animal Health is a science-based company specializing in offering clinical therapeutic solutions to veterinarians or by veterinary prescription only to pet owners. Based on its philosophy of a Circle of Care™, the company helps veterinary professionals and pet owners join to provide the optimal level of care for animals. For more information, visit Follow on Twitter at @assisiloop and on Facebook at

CBI Presentation: Animal Health Marketing Strategies Presentation

Last Thursday evening I drove to Baltimore to present at the Center for Business Intelligence’s Premier Summit on Animal Health Marketing Strategies.  My job was to present case studies that might prove relevant for the audience of marketing decision-makers.  Thankfully, it was well received!

After creating over 125 animal health initiatives (yes, I’ve counted), at first it was a tough call to figure out which campaigns to highlight.  I decided to showcase 4 campaigns that are in different “lifestages” to demonstrate what can happen when a creative message backed by research and effective partnerships is created — and given time to mature in the marketplace.

The longest campaign,  “Pets Need Dental Care, Too!” — now in its 14th year, is sponsored by the American Veterinary Medical Association (AVMA), the American Veterinary Dental Society (AVDS) and Hill’s Pet Nutrition to educate veterinarians and the public about dental care for pets.  I am especially proud of the campaign for two reasons.  First, it established the dental category and is still going strong, and two, it was created and executed with an outstanding group of individuals.

The next campaign was “KNOW Heartworms” — an initiative to educate veterinarians and the public about feline heartworm disease or heartworm associated respiratory disease syndrome or (HARD).  Next came highlights of the CATalyst Council, to raise the stature of the cat.  The AVMA had just come out with some stark statistics about cats via its Pet Owner Survey and this was a good follow-up to the KNOW Heartworms campaign to educate about the cat.  Finally, I wrapped up with the Kansas City Animal Health Corridor, an initiative we were involved with early on and now have been re-engaged. 

These campaigns were/are successful because of the partnerships, the collaborations, the science and industry support to bring solid information to veterinarians and the public. 

What’s next on the horizon?  Stay tuned or email me at