Signal Theory Becomes AOR for Virbac’s US Market

Virbac Corporation, the sixth-largest animal health company in the world, has partnered with Signal Theory, as it continues its expansion of clients within the animal health industry. The firm plans to leverage behavioral science principles to resonate with pet owners who increasingly consider their animals as family members, not just pets, and the veterinarians they trust to guide those health decisions. 

What began as a request for proposals to promote Virbac’s enhanced joint solutions resulted in Signal Theory becoming the United States agency of record for all things strategy and creative. The firm will help communication efforts for the full Virbac portfolio.  

Through past work with clients such as Elanco, Merck Animal Health, Boehringer Ingelheim and Bayer, Signal Theory has developed a deep understanding of the veterinary and pet-owner landscapes. This expertise will be instrumental as Virbac looks to expand its marketing presence in this rapidly growing industry.

“The relationship between pet owners and their veterinarian is built on deep trust,” said Mark Champ, vice president of marketing at Virbac. “Signal Theory understands the nuances of that connection and helps us communicate in ways that truly resonate with both audiences.”

The collaboration of Virbac’s scientific approach and Signal Theory’s creative animal health expertise will help pet parents and veterinarians alike make heart-driven and evidence-informed health and wellness decisions.

“What drew us to Virbac is how they develop products the same way we develop campaigns–with deep research and a genuine understanding of what brings people comfort,” said John January, co-CEO of Signal Theory. “In animal health, that’s about preserving the joy and connection that makes these relationships so special.”