Company of Animals are renowned for making and marketing quality, innovative pet products, and are highly regarded as training and behaviour specialists. I shot their brochure which mostly specialised in dog photography and their owners.
Photographing dogs is a joy I will never grow tired of, but as with all marketing there are specific shots that tell a story that you must get, sometimes doggo or puppy wants to do a different shot. Earn doggos trust, let them get rid of their nervous energy, explain to owner that they have to walk up and down the same patch of grass 20 times so your client gets a good choice and empathise when the dog does not want to walk up and down the same patch of grass 20 times. Use treats and be excited and your energy will always rub off on them as well, never get annoyed at them, they will not understand marketing, sometimes humans don't.
For most dog shoots I am usually lying on the floor, sometimes in something, to get the right angle. Try and get the dogs and owners to face the sunlight, if as in summertime the ground is too hot or the overhead sun is too garish, find overhead shelter. You have to be quick on focus and open on aperture, so this can lead to out of focus images, so I use AI servo for continuous focusing on the dogs eyes. I mostly used a 70-200mm f4 with the highest shutter to capture their movements, to help I use a high ISO and used Noise Reduction in Lightroom after.