Melissa Webster
January 23, 2024
Merck Animal Health has named AdFarm, North American agricultural marketing leader, as the agency of record for its U.S. beef cattle division. AdFarm will provide strategy, branding, research and insights, creative, media and digital marketing services to support beef cattle biopharmaceutical, animal identification and technology solutions for Merck.
Merck Animal Health is a pillar in the animal health business, dedicated to advancing the pharmaceutical science and technology available to cattle producers. Its product and technology segments service cow-calf, stocker and feedlot operations, in addition to veterinarians.
“The core values of AdFarm and Merck Animal Health are strongly aligned, and we are thrilled to be driving marketing success alongside such a distinguished team of livestock leaders,” said Julia King, global vice president at AdFarm. “Many of our AdFarmers draw from generations of firsthand experience in the cattle industry, making a partnership with the Merck Animal Health cattle division a perfect fit for our team. With a shared understanding of the critical role herd health plays in operational sustainability, AdFarmers are ready and excited to embark on this partnership that will help cattle producers improve their operations and the industry at large.”
Many of our AdFarmers draw from generations of firsthand experience in the cattle industry, making a partnership with the Merck Animal Health cattle division a perfect fit for our team.
Both teams are based in Kansas City, acclaimed as the animal health hub of the U.S. The partners commenced work in January 2024.
With a deep understanding of the livestock and marketing spectrum, AdFarm will execute strategic and tactical marketing services as agency of record for Merck Animal Health. The full-service communications agency is solely devoted to being a catalyst for the advancement of agriculture. AdFarm brings an unparalleled depth and experience in agriculture and agri-food to the partnership, along with access to unique industry insights from producers via its proprietary AgIntel™ department.
“One of the primary reasons behind this selection was AdFarm’s proven track record of delivering successful and impactful campaigns for renowned brands in similar industries,” said Amanda Welsh, director of marketing, Merck Animal Health. “Their team exhibited a deep passion for our cattle business and a genuine commitment to understanding our goals and objectives. This alignment of values, along with their dedication to providing exceptional client service, solidified our decision to entrust them with our advertising initiatives. Our extensive portfolio of biopharma and technology products are core to our innovative solutions for cattle producers to aid them in reaching their goals, and we are excited to have AdFarm as our partner in this journey.”
The U.S. cattle business is an expansion to AdFarm’s existing relationship with Merck Animal Health. The agency also supports other divisions at Merck Animal Health, including their global ruminant, U.S. and global poultry, and Canadian cattle, swine and equine divisions.