Credit rating brand Veda turns to branded content with story of dog that bought a house

Credit score company Veda is relaunching itself as a brand targeting consumers with a new branded entertainment campaign created by ad agency BWM and sister PR company Cox Inall.

The three part branded entertainment series, produced by Radical and directed by the US-based Adam ‘Rosey’ Rosenblatt, tells the story of a dog’s attempt to get a credit rating in order to buy a home.

The campaign tells the story of Mark the Dog through three webisodeswhich sees him in need of a new home after the death of his owner. The webisodes focus on Mark the Dog, getting a job as a masseur, using VedaScore to improve his credit rating and outbidding a cat for a home loan.

According to BWM, the aim of the campaign is to bring VedaScore to the attention of a younger audience that has little awareness of the brand and the need to managing their credit history.

BWM’s chief creative officer Rob Belgiovane said in a statement: “It’s a fun idea to help get Veda on the map. Preliminary research told us the target audience didn’t know why they should care about their credit history and, that the concept of a score or rating was a touchy subject, as people don’t like to admit they might have a problem with getting credit. We needed to show the usefulness of a VedaScore if you want to apply for credit. But people can be quite sensitive about their credit rating, so a dog buying a house takes the edge off that fear.”

The films are supported by advertising.

Veda’s B2C brand and customers GM Lynette Argent said in a statement: “Operating now in the digital age, we wanted our launch to create talkability and give people engaging content to share online.”


BWM Agency:

  • Chief Creative Officer: Rob Belgiovane
  • Creative Director: Rocky Ranallo
  • Creative: Matt Ennis, Blake Arthur, Chris Boyd, Andrew Ostrom
  • Head of On-Screen: Abby Hunt
  • Producer: Yvette Colegrave
  • Group Business Director: Muna Nageh
  • Account Director: Guy Lovell
  • Planner: Paul Scarf

Cox Inall Communications (BWM Group):

  • Group Account Director: Sally Fraser
  • Senior Consultant: Angela Jackson
  • Consultant: Alyce Cowan


  • GM B2C Brand and Customers: Lynette Argent
  • General Manager, eCommerce & Marketing: Victor Leung
  • Marketing Manager: Belinda Diprose

Production Company: Radical @ Collider

  • Director: Rosey
  • Executive Producer: Rachel Ford-Davies
  • Sales & Marketing: Charity Downing
  • Producer: Catherine Warner
  • Collider Films Offline Editor: Andrew Garwick
  • Post Production Company: Method Studios
  • Music Composition: Gus Till
  • Sound Design: SongZu
  • Sound Engineer: Abby Sie
  • SongZu Music composition: Gerard Fitzgerald
  • Sound Producer: Trelise Caughey

Media Buyer: Pearman Media

Miranda Ward


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