Elanco CASA advanced its regional digital strategy

AgenciaAgro supported a stage of strategic planning, communication professionalization, and regional integration across Central and South America.

The animal health industry is undergoing a major transformation across Latin America. Farmers, veterinarians, distributors, technical professionals, and managers of large livestock operations increasingly rely on digital media to access information, update their knowledge, evaluate solutions, and make productivity-related decisions.

Against this backdrop, Elanco CASA, the business region covering Central and South America, worked with AgenciaAgro to develop a regional marketing and communication strategy for farm animals.

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

The process included strategic consulting, editorial pillar definition, visual development, campaign planning, digital channel management, performance analysis, and the integration of artificial intelligence tools and 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 companies exclusively focused on animal health. Its products are sold in 90 countries, its portfolio comprises approximately 200 brands, and the company ranks among the top four players in the sector’s major markets.

In 2025, Elanco reported global revenue of USD 4.715 billion. Its Farm Animal segment generated USD 2.362 billion, including solutions for cattle, poultry, and swine. These figures demonstrate the scale of an organization that must integrate innovation, regulatory requirements, global guidelines, and the specific needs of individual territories. (Elanco Animal Health Inc.)

For Elanco CASA, this challenge involves communicating with farmers, veterinarians, distributors, agricultural retailers, poultry and swine integration managers, nutritionists, animal scientists, and production executives.

Such a diverse mix of audiences, species, products, and countries requires more than adapting the same communication asset for different markets. It demands a regional communication architecture capable of preserving the company’s global identity while responding to local production realities.

The leadership of Nathalia Gallo Fajardo

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

During KOM CASA 2026, Nathalia received recognition for her performance and her contribution to integrated work between marketing and sales. This milestone formed part of a professional development path that led to the regional position she currently holds. (LinkedIn)

Leading marketing for a multinational company involves much more than managing content or communication materials. It means setting priorities, interpreting different markets, coordinating teams, understanding each business unit’s needs, and transforming technical knowledge into relevant messages.

It also requires determining which content can be developed regionally, which initiatives require local adaptation, and how to maintain brand consistency across countries with different regulatory, productive, and commercial environments.

A stage of strategic immersion and planning

AgenciaAgro’s work began with a strategic immersion process designed to understand Elanco’s business structure, market positioning, brands, audiences, distribution channels, and communication objectives throughout the CASA region.

Based on this analysis, a roadmap was developed that integrated:

• Strategic marketing and communication consulting.
• Audience and decision-making process analysis.
• Editorial pillar definition.
• A visual guide for social media.
• Digital campaign planning.
• Content and channel management.
• Advertising platform configuration.
• Measurement, analysis, and performance optimization.

The objective was to build a consistent, professional, and adaptable regional digital presence aligned with the commercial priorities of the ruminant and monogastric business units.

Different strategies for different audiences

One of the project’s key learnings was the need to avoid a uniform communication approach across the entire animal health industry.

A cattle farmer purchasing through an agricultural retailer does not make decisions in the same way as the technical manager of a poultry integration evaluating solutions through scientific studies, production indicators, and return on investment.

Cattle and ruminants

In cattle production, communication needed to bring brands closer to farmers, explain benefits clearly, build trust, and support demand generation through agricultural retailers, veterinary outlets, and other points of sale.

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

The indirect commercial model also required integrating communication with veterinarians, distributors, and retail counter staff, all of whom can significantly influence farmers’ final purchasing decisions.

Poultry and swine

In poultry and swine production, audiences are generally highly technical B2B companies with specialized professionals and structured procurement processes.

Production managers, veterinarians, nutritionists, and animal health professionals require scientific evidence, protocols, comparative information, efficiency indicators, and economic results.

Communication in these segments must address intestinal health, feed conversion, biosecurity, disease control, sustainability, traceability, and return on investment.

LinkedIn becomes particularly relevant as a platform for maintaining institutional visibility, building technical authority, and increasing portfolio awareness among B2B decision-makers.

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 regional campaign development.

These agents were configured to assist with brief interpretation, technical information organization, concept development, creative alternatives, and message adaptation by brand, species, audience, and market.

Artificial intelligence can also analyze large volumes of information, structure editorial matrices, identify relationships between products and content, and accelerate selected stages of the creative process.

However, animal health campaigns cannot be developed solely through automation.

Content must respect corporate positioning, available evidence, regulatory requirements, and the technical criteria established by specialists. Therefore, AI agents were integrated as support tools within a process led by strategic consultants, marketing professionals, agribusiness specialists, designers, and developers.

This model increases analytical and production capacity without compromising rigor, human supervision, or industry expertise.

Digital penetration opens new territories

Latin America has a sufficiently developed digital foundation to support regional animal health communication strategies.

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

Social media figures represent registered user identities and do not necessarily correspond to unique individuals. Even with this methodological consideration, the data confirms that digital media are part of everyday life for a substantial share of the region’s population. (DataReportal – Global Digital Insights)

This allows laboratories to distribute educational content, communicate health recommendations, and present technical solutions in territories that previously depended almost entirely on in-person visits from commercial representatives.

Connecting with farmers in remote locations

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

Approximately 7% of Latin America’s population remains outside mobile internet coverage. A further 28% lives within covered areas but does not regularly use mobile internet services. (GSMA)

An effective rural communication strategy must therefore combine different channels and connectivity levels:

• WhatsApp for distributing information, audio, video, and documents.
• Lightweight videos for slower mobile connections.
• Downloadable materials for offline consultation.
• QR codes connected to technical resources.
• Agricultural retailers and veterinary outlets as physical contact points.
• In-person events and training sessions.
• Geolocated campaigns by production area.
• Content adapted by species, season, and region.

The opportunity is not merely to reach a remote farmer with an advertisement. It is to build an ecosystem that enables access to reliable information, understanding of a solution, consultation with a professional, and identification of a nearby point of sale.

Information that improves production decisions

Digital communication in animal health should not be evaluated only through follower growth or impressions.

Its real value appears when it helps farmers and professionals make better decisions.

A well-informed farmer can better understand preventive health, identify potential problems earlier, consult a veterinarian at the right time, and evaluate a solution based on its impact on production.

In intensive systems, access to technical information supports the analysis of protocols, performance indicators, intestinal health, feed conversion, costs, and economic return.

For laboratories, this means evolving from purely promotional communication toward a model combining technical education, scientific evidence, production results, field experience, veterinary support, territorial information, and distributor integration.

What multinational marketing teams need from a specialized agency

Regional marketing teams need more than a design supplier.

They require partners capable of understanding the industry, communicating with technical teams, interpreting commercial objectives, and operating across several countries without fragmenting the corporate identity.

A specialized agency must integrate four core capabilities:

Strategy: understanding the business, defining 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, digital advertising, technical materials, events, and points of sale.

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

The ability to combine these capabilities is particularly important for laboratories and multinational companies pursuing regional or global growth plans.

AgenciaAgro strengthens its animal health expertise

The work completed with Elanco CASA strengthened AgenciaAgro’s experience in the animal health vertical and its ability to support multinational organizations that need to integrate strategy, industry knowledge, regional communication, and technology.

Throughout this stage, AgenciaAgro brought together strategy consultants, agribusiness specialists, marketing professionals, creative teams, digital managers, and developers of artificial intelligence solutions.

The project deepened the agency’s understanding of farm animal audiences, multinational operating processes, and the complexity of implementing campaigns across markets with different production and regulatory conditions.

This experience expands AgenciaAgro’s capabilities to work with laboratories 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. It must also become more technical, accessible, and relevant to those responsible for production.

The true differentiator will be the combination of a multinational company’s global knowledge, a deep understanding of each local territory, and the strategic capabilities of a specialized agency.

Sources: Elanco Animal Health, Full-Year 2025 Financial Results, February 2026. Elanco Animal Health, global corporate profile, 2026.