After a unique competitive review, Colle McVoy has been selected as agency of record for the fast-growing equine division of Zoetis, the world’s leading animal health company. Together with Exponent PR and 10 Thousand Design, the agency will lead marketing and advertising efforts in the United States including strategy, creative, media planning and buying, digital, social media, public relations, event relations and design to drive brand transformation across all marketing channels.
“Zoetis has ambitious growth goals and there is incredible potential in an industry that has traditionally been heavily product focused and not brand-driven,” said Jessica Henrichs, president, Colle McVoy. ”We always love an unconventional new business challenge and we share the same passion and excitement for taking a disruptive and transformational approach to marketing that will be a differentiator and represent a true first in the category.”
The Zoetis goal to disrupt was evident during the RFP process. The client team wanted to “flip the script entirely” to find one agency that could deliver the full scope of services but also the “…strategic prowess and demonstrable business impact to win us Effies and the creative firepower and breakthrough mentality to bring home Gold Lions and Golden Pencils.” Therefore, they requested that the final pitch be presented as an Effie Awards-winning case study with full narrative and category information.
Work across the portfolio is expected to launch late this year and will appeal to veterinarians and horse owners. One of Colle McVoy’s many specialties as a full-service integrated agency is brand marketing that targets both business-to-consumers and business-to-business in highly regulated industries. This has helped the agency achieve record new business, adding more than a dozen new clients to its roster in the last 14 months.