Zoetis sought to strengthen its positioning in the livestock sector through more human and approachable communication. We identified that the visibility of women—farmers, veterinarians, engineers and researchers—was still limited in a field where they play a key role, and that this lack of representation reduced the brand’s ability to authentically connect with professional audiences.
This is how we created “Ganadería en Femenino”:
We built the initiative around three key pillars: Communication, Training and Recognition.
In the Communication pillar, we developed branded content campaigns, storytelling and outreach across social media and specialized media outlets to bring the stories of women in the livestock sector to the forefront.
In the Training pillar, we designed and managed an annual training program (webinars, talks, networking sessions) aimed at empowering the women leading the initiative and connecting technical knowledge with rural leadership.
In the Recognition pillar, we created and coordinated the Ganadería en Femenino Awards to highlight projects led by women who are driving innovation in the livestock sector.
We designed an identity and created a movement: we turned Ganadería en Femenino into the platform that showcases, empowers and connects female talent in the countryside with the future of the livestock sector.
At AGA, we also oversaw the full branding of the initiative, creating its logo, visual identity and graphic materials to give it a coherent and recognizable image aligned with Zoetis’ values.
Following its success in Spain, the project was replicated by the brand in other countries, including Italy in 2024 under the name Allevamento al Femminile, as well as in Latin America. The campaign has surpassed 17.5 million impressions, becoming a benchmark for female visibility and inclusion in rural environments and strengthening Zoetis’ positioning as a pioneering brand in equality and innovation within the livestock sector.