Uncategorized
Wedgewood Chooses Bader Rutter as its AOR to Advance Its Pet Care & Animal Health Businesses
Powering the next chapter of veterinary care
As pet care starts to look more like human health care — more specialty meds, higher expectations and a much more demanding pet parent — veterinary compounding is moving from the back room to center stage. The new Wedgewood partnership represents a significant strategic expansion of Bader Rutter’s pet care portfolio. Wedgewood’s inspiring mission of helping veterinarians and pets thrive represents the exact type of high-profile opportunity that we find rewarding. Bader Rutter’s extensive expertise across animal health and pet care brands will also serve Wedgewood’s commitment to supporting veterinary practices amid a rapidly changing marketplace. As a successful B2B sales-driven company, Wedgewood now looks to become a trusted B2B2C source of animal health solutions.
“To us, Wedgewood is a sleeping giant. They’ve built real trust and exceptional functional credibility. We’re excited to build on that with more emotional, more human benefit-focused messaging.”
Dr. Blair McConnel, DVM, Pet Care Practice Lead
As the largest U.S. compounding pharmacy dedicated exclusively to animal health, Wedgewood serves over 70,000 veterinary professionals every year. Given our intimate familiarity with this audience, Bader Rutter intends to enhance Wedgewood’s portfolio of pet health brands while elevating and integrating its reputation in veterinary compounding, veterinary care and consumer experience.
Where veterinary expertise meets meaningful impact
This partnership represents a meaningful opportunity for the agency to reshape the landscape of pet care marketing to both B2B and B2C audiences. Bader Rutter excels at helping clients thrive through these brand evolutions with intelligent strategies and bold creative delivered across targeted media, bringing together veterinarians and pet lovers around client brands.
This type of work includes:
- Combining medicine, innovation and technology through the FutureBound video series featuring Mike McFarland, chief medical officer of Zoetis, which resulted in nearly 7 million impressions, a 71% video completion rate and global conversations.
- Launching the Purina Pro Plan Veterinary Support Mission at VMX via an immersive hall of mirrors on the show floor, memorably shifting how veterinary professionals see themselves and the impact of their work.
- Creating a non-profit organization — the Veterinary Hope Foundation — to show veterinarians just how much they’re appreciated while shedding a greater light to the public about the high rate of suicide among this community.
Championing brands that serve pets and pet people
This win accelerates the momentum of Bader Rutter’s growing pet care practice. As agency of record, Bader Rutter will lead Wedgewood’s integrated marketing efforts, including brand strategy, creative, digital marketing and public relations. The agency also will collaborate with Wedgewood’s leadership team to shape thought leadership initiatives and strengthen Wedgewood’s position at the intersection of veterinary care and consumer experience.
Wedgewood is now the sixth client to tap the agency’s 35 years of animal health experience and integrated marketing efforts, joining its roster of blue chip pet care clients, including Zoetis Animal Health, Zinpro Pet Care Nutrition, the Veterinary Hope Foundation, Nestlé Purina Pro Plan and Ceva.
Bader Rutter’s long-standing relationships with the veterinary audience and proven expertise in regulated industries helps us engage animal caregivers and keep veterinarians engaged. Increasingly, the agency is helping B2B pet care companies transform into modern brands by uniting science and human benefits.
“We are committed to making it easier for veterinarians to provide compounded medications and for pet owners to have an excellent experience every step of the way. Bader Rutter brings unmatched expertise across animal health and pet care, making them the ideal partner as we expand how we serve both sides of the veterinary relationship.”
Jessica Knopp-Gwynne, Chief Revenue Officer, Wedgewood
For the agency’s part, we’re all so excited we could roll over.