Elanco CASA advanced its regional digital strategy

AgenciaAgro supported a phase of planning, professionalization, and communications integration for Central and South American markets.

The animal health industry is undergoing a profound transformation in Latin America. Farmers, veterinarians, distributors, technical managers, and leaders of major livestock operations increasingly use digital media to stay informed, update their knowledge, assess solutions, and make productivity-related decisions.

In this context, Elanco CASA, the unit covering Central and South American markets, worked with AgenciaAgro to develop a regional marketing and communications strategy for farm animals.

AgenciaAgro supported this phase alongside the marketing management team led by Nathalia Gallo Fajardo, aligning the corporate objectives of Elanco with each market’s production, commercial, cultural, and digital characteristics.

The process included strategic consulting, editorial pillars, visual development, campaign planning, digital channel management, results analysis, and tools and AI agents programmed by AgenciaAgro.

A global company focused on animal health

With more than 70 years of experience, Elanco is one of the leading international animal health companies. Its products are sold in 90 countries, its portfolio includes approximately 200 brands, and the company ranks among the top four players in the sector’s most important markets.

During 2025, Elanco reported global revenue of USD 4.715 billion. The farm animal segment accounted for USD 2.362 billion, including solutions for cattle, poultry, and swine. These figures reflect the scale of an organization that must integrate innovation, regulatory requirements, global guidelines, and each territory’s specific needs. (Elanco Animal Health Inc.)

For Elanco CASA, this challenge means communicating simultaneously with livestock producers, veterinarians, distributors, agricultural retailers, poultry and swine integration managers, nutritionists, animal scientists, and production managers.

The diversity of audiences, species, products, and countries requires much more than adapting the same creative asset for different markets. It requires a regional communications architecture that preserves the company’s global identity while responding to local production realities.

Nathalia Gallo Fajardo’s leadership

The project was developed alongside the marketing management team led by Nathalia Gallo Fajardo, who played a central role in coordinating regional priorities, business units, and sales and technical teams.

During KOM CASA 2026, Nathalia received recognition for her performance and contribution to integrated marketing and sales work. This milestone was part of a professional growth journey that led her to her current regional role. (LinkedIn)

Leading marketing for a multinational is not just about managing content or communications assets. It means setting priorities, interpreting different markets, coordinating teams, understanding each business unit’s needs, and turning technical knowledge into relevant messages.

It also requires determining which content can be developed regionally, which needs local adaptation, and how to maintain brand consistency across countries with different regulatory, production, and commercial conditions.

A phase of immersion and strategic planning

The work of AgenciaAgro began with a strategic immersion process aimed at understanding the business structure, the positioning of Elanco, its brands, audiences, sales channels, and communications objectives for the CASA region.

This analysis produced a roadmap integrating:

• Strategic marketing and communications consulting.
• Audience and decision-making analysis.
• Definition of editorial pillars.
• Development of a social media visual guide.
• Digital campaign planning.
• Content and channel management.
• Advertising platform setup.
• Measurement, analysis, and results optimization.

The goal was to build a consistent, professional, adaptable regional digital presence, aligning communications with the business priorities of the livestock and monogastric units.

Different strategies for different audiences

One of the project’s main lessons was the need to avoid uniform communication across the entire animal health industry.

A cattle farmer buying through an agricultural retailer does not decide in the same way as a poultry integration’s technical manager who evaluates solutions through studies, production indicators, and economic returns.

Livestock and ruminants

In livestock, communications needed to bring brands closer to farmers, explain their benefits clearly, reinforce trust, and support demand generation at agricultural retailers, veterinary stores, and points of sale.

The strategy combined technical information with accessible language, educational content, field testimonials, seasonal campaigns, and messages related to productivity, animal health, reproduction, animal welfare, and return on investment.

The indirect sales model also required integrating communications with veterinarians, distributors, and counter staff, who significantly influence farmers’ final decisions.

Poultry and swine production

In poultry and swine production, audiences consist of highly technical B2B companies, specialized professionals, and structured purchasing processes.

Production managers, veterinarians, nutritionists, and animal health managers need evidence, protocols, comparisons, efficiency indicators, and economic results.

In these segments, communications must address topics such as gut health, feed conversion, biosecurity, disease control, sustainability, traceability, and return on investment.

LinkedIn is particularly relevant as a channel for maintaining corporate visibility, developing technical authority, and deepening B2B decision-makers’ portfolio knowledge.

Artificial intelligence applied to regional campaigns

As part of this evolution, AgenciaAgro integrated artificial intelligence tools and agents specifically programmed by the agency to support campaign development.

These agents were configured to help interpret briefs, organize technical information, develop concepts, generate creative alternatives, and adapt messages by brand, species, audience, and market.

Artificial intelligence also makes it possible to analyze large volumes of information, structure editorial matrices, identify connections between products and content, and accelerate certain stages of the creative process.

However, in animal health, a campaign cannot be built exclusively through automation.

Content must respect the company’s positioning, available evidence, regulatory restrictions, and criteria defined by technical teams. For this reason, AI agents were integrated as support tools within a process led by strategy consultants, marketing professionals, agribusiness specialists, designers, and developers.

This model increases analytical and production capacity without sacrificing rigor, human oversight, or industry knowledge.

Digital penetration opens new territories

Latin America has a sufficiently developed digital base to implement regional animal health communications strategies.

The Digital 2026 reports, based on data available at the end of 2025, show high internet and social platform penetration in markets relevant to Elanco CASA.

Market	Internet penetration	Social media identities
Chile	94.5%	81.7%
Costa Rica	92.6%	78.7%
Argentina	90.6%	71.7%
Ecuador	83.9%	84.0%
Peru	82.0%	81.6%
Colombia	77.8%	70.4%

Social media figures represent registered identities, not necessarily unique individuals. Even with this methodological clarification, the indicators show that digital media is part of everyday life for a significant share of the region’s population. (DataReportal – Global Digital Insights)

This allows an animal health company to distribute educational content, communicate health recommendations, and present technical solutions in territories that previously depended almost exclusively on in-person sales representative visits.

Connecting with farmers in remote areas

Mobile coverage does not mean that all farmers use digital media in the same way.

In Latin America, approximately 7% of the population is still outside mobile internet coverage. Another 28% lives in covered areas but does not regularly use these services. (GSMA)

That is why an effective rural strategy must integrate different channels and connectivity levels:

• WhatsApp to distribute information, audio, videos, and documents.
• Lightweight videos adapted for mobile connections.
• Downloadable materials for offline access.
• QR codes linking to technical data sheets and content.
• Agricultural retailers and veterinary stores as contact points.
• In-person events and training.
• Geotargeted campaigns by production area.
• Content adapted by species, season, and region.

The opportunity is not simply to reach a remote farmer with an ad. It is to build an ecosystem that enables access to reliable information, understanding of a solution, consultation with a professional, and finding the product locally.

Information that improves production decisions

Digital communications in animal health should not be measured solely by follower growth or impressions generated.

Its true value emerges when it helps farmers and professionals make better decisions.

An informed farmer can understand the importance of preventive health, identify a problem earlier, consult a veterinarian promptly, and evaluate a solution based on its productivity impact.

In intensive systems, access to technical information enables analysis of protocols, performance indicators, gut health, feed conversion, costs, and economic returns.

For animal health companies, this means moving from exclusively promotional communications toward a model combining technical education, scientific evidence, production results, field experience, veterinary support, local information, and distributor integration.

What multinationals need from a specialized agency

Regional marketing teams need much more than a design supplier.

They need partners who understand the industry, engage with technical teams, interpret business objectives, and operate across countries without fragmenting corporate identity.

A specialized agency must integrate four capabilities:

Strategy: understanding the business, setting priorities, and building a measurable roadmap.

Industry knowledge: interpreting production systems, species, channels, health cycles, and decision-making processes.

Regional execution: coordinating content, social media, advertising, technical materials, events, and points of sale.

Technology: integrating artificial intelligence, automation, analytics, segmentation, and measurement.

The ability to combine these components is particularly relevant for animal health companies and multinationals seeking to develop regional or global growth plans.

AgenciaAgro strengthens its animal health experience

The work carried out with Elanco CASA strengthened the experience of AgenciaAgro in the animal health sector and its ability to support multinationals that need to integrate strategy, industry knowledge, regional communications, and technology.

During this phase, AgenciaAgro brought together strategy consultants, agribusiness specialists, marketing professionals, creative teams, digital managers, and AI solution developers.

The project deepened understanding of animal production audiences, a multinational’s internal processes, and the complexity of executing campaigns in markets with different production and regulatory characteristics.

This experience adds to the capabilities of AgenciaAgro to work with animal health and agribusiness companies on positioning, digital transformation, B2B customer acquisition, and international expansion.

The future of animal health marketing will be more digital, segmented, measurable, and automated. But it must also be more technical, approachable, and relevant to those who produce.

The real differentiator will be combining a multinational’s global knowledge with local understanding of each territory and the strategic capabilities of a specialized agency.

Sources: Elanco Animal Health, fiscal year 2025 financial results, February 2026. Elanco Animal Health, global corporate profile, 2026.