CLIENT
Hill's Pet Nutrition
Jesper Nordengaard, President, North America
David Scharf, Former VP, Global Marketing & Innovation
Yvonne Hsu, VP, Global Marketing & Innovation
Dana Snipes, Director, Global Marketing & Strategy
Jennifer Mitchell, Associate Director, Global Marketing Innovation Accelerator
Oyin Enoch, Marketing Director, US - Wellness
Kelly Doyle, Associate Marketing Director, US - Wellness
Evan Ferlejowski, Marketing Manager - CANADA
Philip Steeger, Marketing Director EMEA
Ricardo Tasca, Marketing Director JAPAN
AGENCY
Debbie Vandeven, Global Chief Creative Officer - VMLYR
Fred Saldanha, Global Chief Creative Officer - Red Fuse
Arlo Oviatt, Global Executive Creative Director - Red Fuse / Hill’s
Tomas Gonsorcik, Global Chief Strategy Officer - VMLYR
Marta LaRock, Global Chief Strategy Officer - Red Fuse
Meg Moore, Associate Director, Strategy & Insights - VMLYR
Kristin Ramsey, Managing Director - Red Fuse
Alison Mueller, Client Services Director - Red Fuse
John Paul Cannucciarri, Associate Creative Director
Salina Cole, Associate Creative DirectorGreg Lotus, Global Head of Production
Taylor Schomann, Senior Content Producer
Nikki O'Dell, Production Assistant
Stacy Kallan, Business Affairs Director
Alexandra Allen, Music Producer
Emily Dore, Group Director, Strategy & Insights
Marie Goodwin, Creative Director
Kevin Wright, Associate Creative Director
Matt Shaw, Associate Creative Director
Kristen Ashner, SVP, Commerce
Todd Fraipont, Senior Partner - Media
Deborah Pawlik, Group Account Director - EMEA
Peter Karvinen, Creative Director - EMEA
Nicky Lee, Client Services Director - ASIA/JAPAN
SUMMARY
Because over 50% of dogs and cats are overweight yet less than 10% of owners see the issue, Hill’s Pet Nutrition faced a problem most people don’t — or can’t — admit to having. Where shame-based messaging and fear tactics would be incapable of getting traction,2 Hill’s turned instead to the universal, highest-order emotion: love. This helped pet parents see new relationships — between them, their pets and food. The result? 1.1B impressions, pet parents fed the love with Hill’s, pets lost weight globally and retail sales grew across regions.
