Client: Merial Frontline
Context: whilst being the biggest brand in companion animal healthcare, Frontline's marketing resources are not excessive. Parent company policy dictated the use of a global media agency network, it was essential therefore to ensure the brand’s demands were being met, despite not having the biggest of budgets. Acumen’s input, at the macro and micro level, ensured that the necessary detail of the consumer/brand relationship was reflected in the media solutions provided, both at brief and response stage.
Task: provide objective guidance and briefing detail to ensure a high quality of solutions suggested by large network incumbent media agency, relative to Frontline’s business and communication objectives.
Detail: ensure all aspects of Frontline’s communications strategy were being addressed with a commensurate level of care, from SQP and vet practice messaging, through to consumer television broadcast and selectively targeted digital activity.