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Elanco Animal Health

Firm strategic direction sparks creativity


Elanco Animal Health gave us the challenge to create a pan-European creative platform for its pet skin treatment Surolan. Our creative strategy, which would need to be applied across all European territories, had to encapsulate a brand essence centred upon ‘real life’. It also had to provide the launchpad for tactical roll-out via vertical veterinary press and direct promotional material.


Although we had a firm strategic direction, we agreed with the client to take a multi-option approach to creative concepts so that a wide spectrum of stakeholders within Elanco could be consulted and their views incorporated. An initial collection of a dozen routes were narrowed to five, and mock-ups were created and despatched to Germany for review.


Once consensus was established, we honed the creative work and went into production – kicking off the process with a photographic shoot. The resulting campaign as rolled out via advertising and marketing collateral across Europe.


The campaign transcended language barriers to strike a chord with vet professionals throughout the continent. Thanks to the stakeholder activity, the campaign was well received throughout the client’s internal network.

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