animal health capabilities

ANIMAL HEALTH CAPABILITIES

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WOULDN’T IT BE AWESOME IF YOUR ANIMAL HEALTH AD AGENCY HAD…

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A copywriter who is also a practicing vet?Do you know how rare this breed is? And how valuable? But we have one! And if you think that’s amazing, we also have an account manager who is a registered vet tech. Now if we could just find an art director who is also a horse whisperer.

Animal health technical know-how to match their advertising and web skills?FDA, EPA, VDD, LFRs, DTC, OTC … We know all the vital animal health acronyms, and the finer points of pharma regulations, just like we know HTML, PHP, SQL, CRM, CPC, CTR, PR and the finer points of writing and design.

Owners who raise livestock?That would give the whole agency powerful insights into the needs and attitudes of ranchers and other producers. So it’s pretty great that our owners, Jeff and Susan Groeneveld, raise a small herd of cattle. Plus they keep horses. The proof is (occasionally) on Jeff’s boots. (Hey, sometimes a guy can’t change boots between the barn and the office.)

Experience with a wide range of animal health brands?Our client list (page 16) represents a virtual menagerie of animal health products and services. And we’ve been the agency of record for one of the largest animal health companies in Canada for five years.

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Unexpected ideas, nurtured in fresh air.

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Table of Contents

Section 1: Agency Experience

6 Eight quick facts 8 Animal health expertise10 Key team members 12 Services14 How we do what we do16 Clients

Section 2: The Work

18 Animal health sector 33 Other market sectors 41 Digital development

WOODRUFF SWEITZER

8 QUICK FACTS ABOUT WOODRUFF SWEITZER

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1. We are a full-service advertising agency. Strategy, account management, creative in all media, web design and development and more — all in-house.

2. We deliver unexpected ideas, nurtured in fresh air. That means we’re innovative and open-minded.

3. Woodruff Sweitzer Canada has been a trusted partner to clients since 2003.

4. Building on our deep understanding of agriculture marketing, we are also a leading agency in the animal health and pet care sectors.

5. Our client list includes large international organizations — big brands that demand the best. We also serve smaller clients — medium-sized brands (who also demand the best).

6. We have in-house social media, events and PR departments.

7. We have three offices. In Calgary, Alberta; Kansas City, Missouri and Columbia, Missouri.

8. We think short numbered lists are a good way to communicate a lot of information quickly.

WOODRUFF SWEITZER

WOODRUFF SWEITZER IS A LEADING ANIMAL HEALTH AND PET CARE AGENCY. HERE’S WHY:

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We’re multi-species and multi-channelWe don’t speak Pekingese, but we’ve developed communications for dogs, cats, horses, cattle, swine and poultry. And, yes, we also know how to communicate with their owners. Plus, we know how to talk to veterinarians. In fact, we have one on staff. Our expertise encompasses OTC and ethical channels, and we’ve directed communications targeting LFRs, independent pet retailers, farmer dealers and tack stores. We’ve done DTC work for both ethical and OTC products.

We get worms, fleas and joint painAnimal health can be technical. Whether it’s vaccines to prevent disease, anthelmintics to treat internal parasites, topical solutions to kill and prevent flea and tick infestations, or NSAIDs to ease joint pain, we get it. We know the difference between a biologic and a pharmaceutical.

WOODRUFF SWEITZER

WOODRUFF SWEITZER IS A LEADING ANIMAL HEALTH AND PET CARE AGENCY. HERE’S WHY:

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We know our way around regulatoryRegulatory guidelines by the FDA, Health Canada, VDD, EPA and USDA can be frustrating and confusing. Not for us. We know what you can and what you can’t say. We know all about product name placement, size and prominence in advertising and promotions. We’ve worked with regulatory guidelines involving print ads and collateral, video, broadcast media, web, social media and educational efforts including symposia.

We’ve been around the blockOur experience in animal health goes deep. Our team has worked on some of the largest and best-known brands in animal health: Bayer, Boehringer Ingelheim, Abbott Animal Health, AgriLabs/ProLabs, Diamond Pet Foods, Zinpro, Schering-Plough, Hill’s, Royal Canin, IAMS, Novartis and Pfizer to name a few. And we’ve helped a few start-ups get established along the way.


Susan Groeneveld Account Director,Partner

Wendy ChiuAccount Executive

Susan knows the animal health sector as a marketing professional –she has worked with leading national animal health clients for over 15 years – and also as an owner and client (see above).

Wendy is a recent graduate from University of Calgary’s Haskayne School of Business where she specialized in marketing.

Susan has been helping multinational companies achieve their marketing goals for over 20 years. Susan supervises the accounts of select health care and agricultural clients. She is a principal and the co-manager of WS Canada.

Wendy has been an integral part of the Woodruff Sweitzer team working on Bayer Animal Health for the past year. She has ensured timely completion of projects for brands including advantage®, advantage® multi, Profender®, K9 advantix® and Drontal® Plus.

Jeff Groeneveld President, Managing Partner

Peter Klingvall Account Manager

From the day the Calgary office opened its doors in 2003, Jeff has overseen all aspects of the agency’s operation – from attracting and guiding blue chip clients in animal health and other industries, to building a talented team of communication professionals.

Prior to joining the agency, Peter worked at CSL Behring, an international biotherapeutics company, where he was Western Canada Area Business Manager for Coagulation and Critical Care. His previous pharma experience includes nine years at Bayer HealthCare where he was Western Area Sales Manager overseeing a $13 million four-product portfolio and Marketing Manager for Levitra™.

Along with running an ad agency, Jeff and Susan Groeneveld (below) raise a small herd of cattle and keep horses (and a few dogs and cats). Plus, they’re involved in 4H and a pony club.

They’re lifelong farmer/ranchers so they know the needs and attitudes of feed animal producers.

In 2005, Peter received a Bayer Canada Special Recognition Award for Leadership for being a key driver in marketing.

Member Experience Additional Relevent Expertise

KEY TEAM MEMBERS


Member Experience Additional Relevent Expertise

Steve Sweitzer Chief Creative Officer

Steve was part of the creative genius team behind the Energizer Bunny. (No animals were harmed during the filming of those spots!)

Prior to joining the agency in 2004, Steve served as Group Creative Director and Senior Partner at TWBA/Chiat Day in Los Angeles and New York, and Executive VP and Creative Director at Hal Riney in San Francisco. He has led creative for global brands including Nissan, Reebok, Nikon, Microsoft, Saturn and Energizer. His work has been recognized by the One Show, Cannes, Mercury Radio, ANDYs and CLIOs. Steve approves the creative work from all Woodruff Sweitzer offices.

Graham Kahl Digital Director

Mary FullerCopywriter, DVM(!)

15 years’ experience in strategy, planning and design for the web. Graham has worked with clients such as 3M, Bayer CropScience, Shell, HBC and Best Buy.

Mary provides copywriting, technical writing services and she reviews all our “vet/tech” communications.

Graham has been the digital creative lead on many websites and online ad campaigns for national animal health corporations.

Yes, Mary is copywriter and a practicing veterinarian. A rare combination of qualifications indeed!

Eric Howling Creative Director

Eric has written and provided creative direction for many projects for leading national animal health corporations.

30 years’ experience as copywriter and creative director including senior positions at top agencies in Vancouver and Calgary. He has produced campaigns for Coke, Kokanee, CPR, TELUS, Enmax, Big Rock, GM, Ford and Bayer. Eric’s work has been recognized at the Marketing, Bessie, Crystal, CLIO, Globals, Lotus, Ad Rodeo and CAMA awards.


WE ARE A (REALLY, REALLY) FULL SERVICE AGENCY


Strategy Strategic marketing plan development

Research Focus groups In-depth interviews Online surveys

Advertising TV Radio Print Outdoor Online Media consultation

Public Relations Direct mail Email marketing

Digital Website design Web development iPad applications

Social Media Planning and strategy Posting and writing Monitoring and maintenance

Design Collateral Point of purchase Packaging

CRM List management

Sales Sales material development Sales meeting coordination

Event Management Corporate events, training and tradeshow


HOW WE DO WHAT WE DO


BRAND MANAGEMENT AND DEVELOPMENT Woodruff Sweitzer has several national and international clients (Bayer HealthCare, Arysta LifeScience, Versatile Tractors) who rely on us for brand development and management at both corporate and product levels. Using key findings uncovered during strategic account planning, we will work with your team to develop a comprehensive brand dashboard. This dashboard becomes a critical touch point for all members of the team (strategic, creative, technical, etc.) as strategies and tactics are developed. Among other key elements, the dashboard concisely articulates positioning, benefits and critical insights. Ideally, all stakeholders will embrace and endorse the dashboard to ensure that the overall brand vision is shared and consistent.

4-D brand development process Woodruff Sweitzer takes each of our clients through our proprietary four-step process. Each phase of this action plan will moves us closer to the goal of creating insightful solutions and propel your brand forward to meet your objectives.

Phase 1: Discover• Become experts on your services, current and potential

audiences, strengths, weaknesses, opportunities and market environment

• Define internal objectives and expectations from in-person or online communications with you and your stakeholders - gain internal buy-in

• Obtain and facilitate qualitative and quantitative research and analysis from you and your stakeholders

• Review your data• Conduct brand audit and internal brand research with

key representatives and stakeholder groups• Identify critical insights, attitudes, opportunities and

unmet needs• Identify your most important customers • Deliver market and brand research

Phase 2: Define• Sort, analyze and distill information gathered in the

discovery stage – it is at this stage that your brand platform takes shape

• Summarize and present research results• Facilitate a brand discovery session• Develop potential positioning – gain buy-in from your

core brand team• Test all findings and outcomes with key stakeholders• Formulate brand dashboard based on tested

findings and outcomes. The brand dashboard includes proposed positioning and a single-minded proposition

• Present brand dashboard to the core brand team for approval

Phase 3: DevelopAgency creative and strategists work together to create your brand profile. Elements include: brand voice and personality, visual vocabulary and preliminary creative concepts. Stakeholder engagement is vital at this stage.

Phase 4: Disseminate• Develop plan for brand dissemination• Finalize media mix and all communication channels• Execute creative and tactics• Measure and analyze


WE WORK WITH CLIENTS FROM ALL OVER NORTH AMERICA


Companion AnimalFarm Animal

Swine DivisionEquine Division

WOODRUFF SWEITZER

DETAILERS FOR DEWORMERS,ADS FOR ACHE RELIEVERS,FACEBOOK FOR FOOD BRANDS AND A WHOLE LOT MORE

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DETAILERS FOR DEWORMERS,ADS FOR ACHE RELIEVERS,FACEBOOK FOR FOOD BRANDS AND A WHOLE LOT MORE

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Animal Health Sector

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©2009 Boehringer Ingelheim Vetmedica, Inc. Ingelvac is a registered trademark and CircoFLEX-MycoFLEX and ImpranFLEX are trademarks of Boehringer Ingelheim Vetmedica, Inc. GmbH, Ingelheim, Germany. Always read, understand and follow label directions.

One-dose protection from wean to finish. That’s Ingelvac® CircoFLEX-MycoFLEX™. The only

circovirus and Mycoplasma vaccines USDA-approved for mixing. One dose provides fast and

long-lasting immunity thanks to our oil-free ImpranFLEX™ adjuvant. And one dose of this highly

syringeable vaccine also means less stress on pigs and people. Ask your veterinarian about the

powerful FLEX solution to swine disease. A true dose of confidence from two powerful leaders.

A dose of confidence

When two leaders come together, expect great things to happen.

FLX-2902 CF-MF 15.5x10.75.indd 1 8/24/09 2:16 PM

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Les animaux de compagnie ont besoin de vos soins. Pour la vie. Vous désirez offrir à vos patients des solutions antiparasitaires sécuritaires et effi caces pour tous les stades de développement. Grâce à advantage multi®, vous obtenez le traitement et la prévention les plus complets en application topique contre les parasites externes et internes des chiens et des chats.

Aidez vos patients à prendre la voie d’une longue vie en santé grâce aux trousses pour chiots et chatons advantage multi® PetPak™. Pour en savoir plus, contactez votre représentant Bayer ou visitez le www.petsandparasitesCE.com.

®Bayer, la croix Bayer, advantage multi et PetPak sont des marques de commerce de Bayer AG, utilisées sous licence par Bayer Inc.

Protects pets inside and out

Grandir avec multi.

Pour la vie.

ADV-006 Le Rapporteur FP DOG FR CLR.indd 1 30/03/09 12:04 PM

®Bayer, Bayer Cross, advantage multi and PetPak are trademarks of Bayer AG, used under license by Bayer Inc.

Growing up multi.

Pets need your care. For life. You want to provide your patients with safe, effective parasite solutions at every stage of development. With advantage multi® you get the most complete topical application for treatment and prevention of external and internal parasites in both cats and dogs.

Start your patients on the path to a long, healthy life with an advantage multi® PetPak™. To find out more, call your Bayer representative or visit www.petsandparasitesCE.com.

Protects pets inside and out

For Life.

Life shouldn’t be a bitter pill to swallow.

From tapeworms to roundworms and hookworms, only one topical product has efficacy against these intestinal parasites in development stages of their lifecycle – Profender®. Now, everyone can relax knowing the risk of zoonoses and patient stress is minimized. Like all Bayer Parasite Solutions products, Profender® fits into your parasite prevention protocols. Learn more at BayerParasiteSolutions.ca.

Relax, it’s topical.®Bayer, Bayer Cross and Profender are registered trademarks of Bayer AG, used under license by Bayer Inc.

T H E B E A U T Y o f P A r A s i T E s

2013

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Even dogs need a best friend. That’s why they depend on you to provide the best veterinary care to help keep them

parasite free. With the Bayer Parasite Solutions family of products in your clinic, you’re offering the most complete

treatment and control of problem parasites. For almost any parasite species, life stage or location there’s a BPS

product tailor-made to control it. Knowing you have a complete arsenal of options to cover parasite problems in

all areas of Canada gives you the confidence to treat any pet, anytime, anywhere.

For further information, call your Bayer representative or visit us at: www.petsandparasitesCE.com.

The picture of perfect health.

®Bayer, Bayer Cross, advantage, advantage multi, K9 Advantix, Droncit and Drontal are trademarks of Bayer AG, used under license by Bayer Inc. All you need.

Talk to Your Veterinarian

BAY-079 Swine ENG - Western Hog Journal - 8.25”x 11”

®Bayer, Bayer Cross and Baytril are registered trademarks of Bayer AG, used under license by Bayer Inc.

Bayer Inc. | Toronto, ONwww.animalhealth.bayer.ca

BAY-072_ENG_Swine_Western Hog Journal_8_25x11.indd 1 12-12-05 2:58 PM

Pets look up to you. That’s why we’re encouraging pet owners to talk to their veterinarians about the most complete parasite solutions in our new TV commercial. To see it for yourself, go to BayerParasiteSolutions.ca.

®Bayer, Bayer Cross, advantage, advantage multi, Droncit, Drontal, K9 advantix and Profender are trademarks of Bayer AG, used under license by Bayer Inc. All you need.


Drop flies. While you’re at it, drop lice too. With CyLence®, they don’t stand a chance. CyLence works fast to control flies, biting lice and sucking lice. Team CyLence with Tempo® in your livestock facilities and deliver the one-two punch neither crawling or flying pests can dodge. For more information on CyLence and Tempo, please contact us at 1-800-268-1432.

®Bayer, Bayer Cross, CyLence and Tempo are registered trademarks of Bayer AG, used under license by Bayer Inc. BAH-010

Drop flies.

®Bayer, Bayer Cross, CyLence and Tempo are registered trademarks of Bayer AG, used under license by Bayer Inc.

1-800-268-1432 www.BayerLivestock.ca

®Bayer, Bayer Cross, CyLence and Tempo are registered trademarks of Bayer AG, used under license by Bayer Inc. BAH-008

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®Bayer, Bayer Cross and Tempo are registered trademarks of Bayer AG, used under license by Bayer Inc.

Beat beetles.

1-800-268-1432 www.BayerLivestock.ca

Beat beetles. Darkling beetles are evil little creatures. They wreak havoc on your facilities, spread bacteria and disease and irritate the most important part of your business. Your birds. So don’t hold back, hit them with Tempo®. A fast and powerful way to control darkling beetles. With rapid knockdown and prolonged residual activity, Tempo® boosts the comfort of your birds. And your bottom line. For more information, call 1-800-268-1432.

®Bayer, Bayer Cross and Tem

po are registered trademarks of Bayer AG, used under license by Bayer Inc. TEM

-004

®Bayer, Bayer Cross and Tem

po are registered trademarks of Bayer AG, used under license by Bayer Inc. TEM

-003

Beat beetles.

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6

eAsy on WheAt

nothing is safer on wheat than new EVEREST 2.0. it truly is best in class.

A new formula, with safener technology built in, provides super selectivity on all varieties of spring, durum and winter wheat.

unsurpassed crop safety leads to better yields. And because EVEREST 2.0 can be applied early, due to its long-lasting residual control, young wheat has a better chance to become established, further improving yield potential.

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A new formulation with advanced safener technology built in, makes

EVEREST® 2.0 super selective for unsurpassed crop safety on all wheat

and durum varieties. And while EVEREST 2.0 is easy on wheat, it ’s

relentless on weeds, giving you long-lasting flush control of green

foxtail, wild oats, Japanese brome and other key grass and broadleaf

weeds, regardless of conditions. EVEREST 2.0 is highly concentrated,

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T h E n E x T g E n E R AT i o n o f w E E d c o n T R o l .

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Always read and follow label directions. RAZE and the RAZE logo are trademarks of Arysta LifeScience North America, LLC. Arysta LifeScience and the Arysta LifeScience logo are registered trademarks of Arysta LifeScience Corporation. ©2011 Arysta LifeScience North America, LLC. RAZ-001

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RAZE™ is the only cross-spectrum herbicide to provide control of critical grass and broadleaf weeds,including ACCase-resistant wild oats and green foxtail, and ALS-resistant kochia biotypes.Wheat growers know their herbicide is a valuable investment. It's not enough to claim a long list of weeds controlled ifyou’re missing critical types that growers are facing more and more in their farming operations today. Weeds likeACCase-resistant wild oats and green foxtail, and ALS-resistant and glyphosate-resistant kochia.

Only RAZE™ ups the ante by offering control of these critical weeds along with a broad range of other grass andbroadleaf weeds. Add in exceptional crop safety, a wide window of application, control of flushing weeds and excellenttank-mixability, and it’s clear that the future of weed control is here.And its name is RAZE.

- Select Your Region -

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Description: Social Media Client: Versatile Campaign: Versatile Power Drive 2010

1/2>


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Home Company overview News Careers

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Overview

Usage and Application

Crops

Pests Controlled

Downloads

Home » US Agriculture » Products » RAZE » Overview

RAZE™ is the only cross-spectrum herbicide to provide control of critical grass and broadleaf weeds, includingACCase-resistant wild oats and green foxtail, and ALS-resistant kochia biotypes.

Wheat growers know their herbicide is a valuable investment. It's not enough to claim a long list of weeds controlled ifyou’re missing critical types that growers are facing more and more in their farming operations today. Weeds likeACCase-resistant wild oats and green foxtail, and ALS-resistant and glyphosate-resistant kochia.

Only RAZE™ ups the ante by offering control of these critical weeds along with a broad range of other grass andbroadleaf weeds. Add in exceptional crop safety, a wide window of application, control of flushing weeds and excellenttank-mixability, and it’s clear that the future of weed control is here.And its name is RAZE.

- Select Your Region -

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