Veterinarian with Dog

Elanco Animal Health: New Business Pitch

Agency: Publicis

​​Challenge:

Elanco was merging with Bayer Animal Health and asked us to develop a long-term vision for the new company, one that would be new rallying cry for its employees. In addition, they needed to ensure that the brand would appeal to disparate audiences from veterinarians to pet owners, based on their merged product portfolio.

Our Solution:

  • Used proprietary tools to study social media and search behaviors, reviewed business and science articles along with competitive mentions to gain deeper understanding of category awareness and the inter-connectivity between animal health and sustainability.

  • Supplemented research with interviews of farm and pet veterinarians and conducted survey of pet owners.

  • Developed an overarching brand promise along with a strategic messaging framework for key audiences.

  • Presented new vision to re-introduce the company, built on a bold category re-defining strategic idea and creative platform.

The Result:

Pitch decision put on hold due to Coivid-19.