• Vetscan
• Imagyst
• Defense

The Challenge

For decades, Zoetis has led the way in animal health, elevating patient care through meaningful innovation. In the AI era, Zoetis’ portfolio of diagnostic analyzers and tests support valuable point of care insights.

Vetscan Imagyst outshines the competition with 6-in-1 testing, superior imaging quality, proven reliability and expert review. But with increasing competition in the market, we needed to explicitly prove those benefits, build brand awareness and position Vetscan Imagyst as the only choice worth making.

Project Snapshot

• Industry
  Animal health
• Category
  Pet care
• Services
  Discovery, brand strategy, brand identity, internal activation, web design and development, go-to-market strategy & activation, sales enablement

FWD Thinking in Action

The choice is clear.

The campaign strategy and the creative itself were razor-sharp and focused. A simple, compelling message—delivered with complete precision for maximum impact.

Cutting-edge tech
The Choice is Clear highlighted the benefits of Vetscan Imagyst in comparison to the competition, and with regards to its superior imaging quality. A brand video and lead gen landing page provided space to communicate deeper messages and convert engagement, while allowing us a more single-minded proposition elsewhere.

Cut through creative
‘Dark mode’ creative evoked tech advertising for a visual identity that communicates power and forward thinking, while the Zoetis orange tied it to the strength and history of the parent brand. Using light and shadow, we presented Vetscan Imagyst as the market hero.

Capability x clarity
With a tactical head-to-head comparison of diagnostic
capabilities, we addressed the main priority of veterinarians—
clearer diagnostic insights for better patient care. We highlighted the clear advantages of the best-in-class capabilities of the Vetscan Imagyst platform, framing Zoetis as the clear choice.

A precision approach
We partnered with respected media and launched a highly targeted ad campaign to meet veterinarians where they are before guiding them into hyper-personalized email journeys that continued the story from enhanced care to clinic-wide benefits.

Results

"The choice is clear."

The campaign strategy and the creative itself were razor-sharp and focused. A simple, compelling message—delivered with complete precision for maximum impact.

“I have had the pleasure of working with FWD for several years now. Creatively, FWD delivered above and beyond our expectations. They were immersed in our project and truly became an extension of our team. FWD’s team was professional throughout and brought a positive attitude and energy to our interactions which made it a pleasure to work with them. I plan to continue working with FWD and would strongly recommend anyone else consider them as well.”

— Frederico Moreira, Director, Commercial Development & Livestock Management, Zoetis