Ceva Animal Health, the company which markets stress-busting animal welfare treatments, has strengthened its relationship with Mindshare by handing the agency its media account for the UK market, just months after it was appointed to run the business in both the US and France.
Mindshare is working with Ceva on campaigns for the two flagship petcare behaviour brands, Feliway for cats and Adaptil for dogs, which are designed to reduce stress levels.
The company recently launched a TV campaign for Adaptil, targeted at dog owners whose pets may have been negatively affected by the fireworks in the run-up to Bonfire Night.
Ceva cited Mindshare’s “exceptional TV trading and specialist analytical expertise”, which the brand believes can unlock targeted audience insights to help expand its reach and educate more customers about the importance of pet healthcare.
Since its launch in 1999, the company has also built relationships with veterinary practices as well as animal welfare charities ICC, Cats Protection and Blue Cross.
Adaptil collars are also fitted to many dogs entering and leaving Dogs Trust rehoming centres to help reduce stress levels while in a kennel environment and help them settle in their new homes.
Ceva brands senior product manager Abigail King said: “With over 80% of pets scared of something in the UK, our ambition is to make sure as many pet owners as possible are aware about the benefits of Adaptil and Feliway alongside the best advice possible. We are excited to be working with Mindshare; they offer Ceva a market advantage.”
Mindshare client director Emma Stears added: “Combining our audience-focused approach, proprietary planning tools and best in class pricing will bring Ceva a competitive advantage and deliver sustainable growth to its business.”
Earlier this week, Mindshare also landed the media account for KFC from Blue 449, which had handled the business for 15 years.
Mindshare plucks KFC media brief away from Blue 449
Mindshare unit drives off with Carwow media business
Mindshare grabs £6m YBS Group media brief from UM
Mindshare unveils proprietary data analytics tool DX
Why data analytics can provide that ROI ‘aha’ moment