Developed key reasons to believe for both an internal and external campaign to revamp and relaunch Zoetis’ employee value proposition and help facilitate higher success rates in recruiting efforts and spark more interest from prospective candidates. The campaign was people-first with storytelling at the heart of the concept to highlight how people drive Zoetis’ purpose and increase brand equity. This project required a detailed deep-dive into the competitive landscape within the pet and pharmaceutical industries along with an intense months-long strategic development plan which included a go-to-market strategy to build awareness of Zoetis. This engagement required full SOW development, continuous client weekly communication, budget tracking, various 3rd party vendor communications, and effective internal communications to align back to client brief. Key highlights include 3 video & photoshoots across 3 geographical regions (Michigan, New Jersey, Ireland) to build a custom own-able library, final key EVP video, and various templates for social and other channels across Zoetis.