Mars Petcare

Craig Neely, Vice President Marketing
Gabrielle Wesley, Marketing Director
Fernando Silva, Brand Manager
Stephanie Todd, Associate Brand Manager

BBDO New York *Lead Agency

Annemarie Norris, EVP, Group Planning Director
Karin Santiago, VP, Planning Director
Brian Brydon, VP, Communications Planning Director
Matthew Page, Creative Director, Copywriter
Carolyn Davis, Creative Director, Art Director
Jaime Chou, Junior Planner
Sally Nathans, EVP, Senior Account Director
Elizabeth Maini, SVP, Account Director
Isabel Pluck, Account Manager
Jessica Coccaro, Executive Producer
David Lubars, Chief Creative Officer, Worldwide
Greg Hahn, Chief Creative Officer, New York
David Rolfe, Director of Integrated Production
Michael Schonfeld, Planner

MediaCom

Alison Pohorylo, Senior Partner, Group Director
Barrie Shron, Media Director
Peter Lukashevich, Associate Media Director

Weber Shandwick

Emily Fisher, Senior Vice President
Angela Gassett, Account Director
Amy Mason, Vice President
Madeline Coe, Associate
Taylor Wills, Senior Associate

Radical Media

Steve Miller, Director
Gregg Carlesimo, Executive Producer
Laura Heflin, Line Producer

AMV BBDO

James Miller, EVP, Head of Strategy
Carmen Vasile, Global Account Lead Petcare
Matt Henry, Account Director
Ella Fanshawe, Account Executive
Neil Clarke, Creative Director
Jay Phillips, Creative Director
Zak Loney, Creative
Emily Brydon, Strategist
Brian Williamson, Senior Social Strategist
Michelle Walton, Producer
Alex Grieve, Chief Creative Officer

For several years, Sheba was a <5% share brand with low awareness, struggling to recruit buyers stuck in feeding routines with established brands. By elevating the deep emotional motives around cat ownerships that no other brand was talking about, Sheba was able to help owners overcome switching fears, creating outsized attention that helped them grow $ share from 4.3% to 5.5% at the expense of lead rivals who both saw share declines of –0.02%.