Global animal health company Zoetis has appointed Federation as lead creative agency for its entire companion pet & animal health business in New Zealand.
Federation director Sharon Henderson told M+AD the agency won the business after a three-way pitch – but she firmly declined to name the other two agencies (who were both also the incumbents on the Zoetis business).
However, M+AD believes the unsuccessful pitchers/incumbents were North Shore indie Hot Mustard (we deduced this from a Zoetis press release we received in 2015) and one of NZ’s biggest indies, Special Group (info from a 2014 BC&F release about their new Aussie branch).
This week’s win is a significant one, encompassing both consumer marketing in the companion pet sector, and also B2B marketing in the rural and vet sectors for large animal health.
“We’re thrilled to be appointed the New Zealand agency for this fantastic global brand,” said Henderson. “This win brings together the entire stable of Zoetis products under the one roof at Federation. Our mandate is to deliver strategic partnership, brand development, CRM, B2B and retail marketing.
“It’s also a win for Federation’s specialist content marketing division Hubbub; who will deliver PR and content.”
Geoff Langford, Marketing Manager for Zoetis, said: “Federation was a standout for both the depth of its strategic thinking and the refreshing approach it took to creative strategy.
“The agency will work with Zoetis to unlock the value of every brand, while using market and customer data to deliver a superior customer experience that is more relevant and engaging.”
Henderson said: “Federation is in a unique position to partner with Zoetis in this. We are a proven force in both B2B marketing and consumer marketing, with deep vertical experience in the retail and rural sectors.
Media stays with MBM
All Zoetis brands move from the incumbents to Federation, while the media remains with NZ’s largest independent media agency, MBM.
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