Emotive wins Zoetis creative account for two major pet health brands

US-listed animal health company Zoetis has appointed independent agency Emotive and its production arm, Emotive Productions, to lead creative for two of its parasite protection brands.

Zoetis, spun off from Pfizer in a 2013 IPO, has been expanding its Australian operations in recent years, acquiring manufacturing facilities and increasing its focus on companion animal and livestock health.

The company recorded $484 million in Australian product sales in 2023, up 17% on the previous year. It employs 426 people locally across its commercial, manufacturing and R&D operations.

Following a pitch, Emotive will lead creative for Simparica TRIO for dogs and Revolution PLUS for cats.

The agency will work alongside Zoetis' media agency Avenue C, with a remit to strengthen connections between pet owners and the brands they choose to protect their animals.

Kim Wright, marketing manager, OTC parasiticides at Zoetis, said Emotive's approach demonstrated an understanding of how pet owners think about animal health.

“Pet owners don't spend their day thinking about parasites. They think about their dog or cat, and how much they mean to them. Emotive understood that from the very first conversation,” she said.

“Their feeling-led approach gave us a clear way to connect Simparica TRIO and Revolution PLUS to what owners truly care about. We're excited to get started.”

The partnership will focus on building stronger emotional connections with pet owners, positioning parasite protection as an extension of the care people have for their animals.

Sebastian Revell, chief strategy officer at Emotive, said the agency saw an opportunity to strengthen both brands' relevance in a category where consumers typically have low levels of engagement.

“In a low-involvement category, Simparica TRIO and Revolution PLUS are brands that are growing and have huge potential. Our goal is to better connect with pet owners by making parasite protection feel like what it really is: an act of love,” he said.

The win adds to Emotive's new business momentum in 2026, following recent appointments by Activision, THE ICONIC, Nespresso and El Jannah.