The situation
Adequan was historically driven by its equine business. With the horse market largely saturated, there was an opportunity to accelerate growth on the canine side where the market was significantly larger but less developed.
The solution
I led the creative shift toward canine growth by writing and directing a national commercial and building integrated campaigns across email, print, digital, and web for both dog owners and veterinarians. At the same time, I reinvigorated the equine side of the business, leading ongoing creative and launching a branded podcast to re-engage that audience.
The impact
The commercial drove measurable sales growth, with performance directly correlated to media weight and frequency. It remains in rotation today and represents one of the brand’s most impactful growth drivers.
The Stories in Stride series features 11 candid conversations with respected voices across the horse world, from Olympians and U.S. team riders to breeders and veterinarians, exploring performance, partnership, and longevity in the sport.
If you listen to one episode, start with “Set Your Heart on Fire” featuring Paralympian Rebecca Hart. Living and competing with a degenerative disease, Rebecca speaks with striking honesty about resilience, identity, and continuing to pursue excellence even as her physical abilities change year over year. It’s one of the most powerful conversations in the series.