Companion animal health is a growing sector in Australia and provides a lucrative opportunity for brands to innovate within or connect to, says Ogilvy’s Susan Coles.

Why it matters

The pandemic acted as a springboard for a strong cultural shift towards placing belonging and simplicity above the old traps of material wealth and fame. With restricted spend and limited resources, building an allegiance or collective is the perfect solution to add more value to a brand and a chance to impact the customer’s daily life on a larger scale, thus gaining a greater share of mind and heart. One such...