Clarissa Baldwin OBE with Freddie.

Boss behind 'A dog is for life, not just for Christmas' slogan to step down

The chief executive of The Dogs Trust has announced that she is to stand down after 40 years at the charity.

Clarissa Baldwin OBE is to retire at the end of October.

During her tenure Clarissa developed and launched the charity’s iconic slogan, ‘A dog is for life, not just for Christmas’, which even after 35 years, remains a key marketing message for the charity.

Today the Dogs Trust is the UK’s largest dog welfare charity, caring for around 16,000 dogs a year, with a staff of more than 800.

Eighteen rehoming centres have been developed in the UK and Dublin during Clarissa's reign, enabling the charity to save the lives of more than 100,000 dogs.

The charity is now active in 10 countries around the world and Dogs Trust has moved from being just a rehoming charity, to one that also works with  the Government to deal with a range of animal welfare issues in society.
 
“It is with a very heavy heart that I have decided to pass on 'the lead', but I know everyone at the charity and our dog loving supporters will continue to work tirelessly for improvements in life for our four legged friends," said Clarissa.

"I joined Dogs Trust in 1974 as head of public relations for a six month contract and ending up staying for forty years. It has been such a very great privilege to have held this role for such a long time and to have been entrusted with the charity’s growth and development.
 
"My aim has always been to ensure that all dogs, regardless of breed, have access to loving homes and are treated fairly and humanely.

"I hope that we can still work towards a day where all dogs will be free from the threat of unnecessary destruction. I am extremely proud of the many talented and passionate people I have worked with over the years who continue to strive towards this end goal.”
 
Clarissa is involved with many other organisations, including both the UK and International Greyhound Forums, the International Companion Animal Welfare Conference, the Association of Dogs and Cats Homes, the Welfare Committee of the Pet Plan Charitable Trust and the Pet Advertising Advisory Group.

She is also involved in improving the inspection of dog breeding establishments and is an advisor to ministers at Defra.

In 2003 Clarissa was awarded the OBE for her services to dog welfare.

Clarissa will be succeeded by current deputy chief executive and marketing director Adrian Burder. Since joining Dogs Trust in 1994 Adrian has played a central part in increasing the charity’s annual income from around £3 million to more than £75 million a year. He also managed the charity’s name change from the National Canine Defence League.
 
Dogs Trust has also announced that David Cowdrey will join next month as campaigns director from his current role of head of communications at the RSPCA.

Image by Martin Phelps