Over a three year (and counting) engagement, Freedman has supported the Zoetis Animal Health team to expand their marketing activity across 9+ regulated international markets. The relationship began with the Direct-to-Consumer (DTC) team as they scaled from their very first international campaign and has since extended into broader global campaign delivery through the international marketing centre of excellence.
During this period, Zoetis delivered consistent revenue growth, reporting 9–12% organic growth in 2024 and continued expansion supported by product demand and operational scale.
As asset volumes, investment levels, and regulatory scrutiny increased, the challenge moved from campaign launch to delivery control, ensuring that increasing marketing investment could translate into market activity without adding regulatory or operational drag.
As activity increased, delivery risk became structural:
Complex approval pathways in regulated markets
Regulatory inconsistencies around what can/cannot be communicated
Inefficient processes between central teams and local markets
Increasing operational load on central teams
Nothing had failed. But the scale was becoming harder to control.
Freedman took ownership of global marketing delivery across regulated markets, sitting between global marketing and local markets to remove execution strain from central teams, clarify expectations and feedback from local stakeholders, and ensure campaigns arrived market-ready rather than requiring rework.
We clarified and structured approval pathways for 9+ international regulated markets, defining sign-off responsibility. The model was operational within three months and expanded alongside ongoing campaign activity.
We standardised briefing, localisation, and handoff processes between global and local teams. This reduced manual intervention, limited reworks, and removed recurring approval bottlenecks. Delivery patterns were documented and reused and as volumes increased, friction reduced over time.
Each campaign required adaptation of hundreds of assets across nine active markets, spanning digital, social, and B2B channels. Assets were delivered market-ready, aligned to regulated claims, language nuance, and local compliance expectations, reducing the need for market-side correction or escalation.
Beyond campaign rollout, we supported lifecycle content including email and blog activity. AI-assisted translation, combined with translation memory and linguist post-editing, improved speed to market while maintaining regulatory and language standards. We also coordinated localisation of Zoetis’ international pet owner websites, managing third-party agency stakeholders to maintain quality and control during a high-visibility rollout.
As marketing investment expanded across 2023–2024, global execution helped drive the growth of the business.
Global teams could present organised, market-ready campaigns to internal stakeholders and local teams. Meanwhile, local markets received high quality & complete assets - strengthening confidence in global direction and allowing localisation to scale without adding operational strain to central teams.
The Centre of Excellence team have also been able to elevate their attention away from campaign delivery and to more important and strategic areas for the organisation.
When organisations commit significant marketing investment in regulated environments, delivery risk becomes a commercial issue, not an operational one.
This engagement shows how owning governance and localisation early prevents execution from constraining growth.
Andrew Gubb
Senior Manager, Digital Marketing
