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The challenge 

Animates were looking for a creative partner to support the development and execution of major customer and Animates marketing moments. The current activity was primarily focused on product and price and they were looking for a partner to develop strong brand stories and a personality that connected to customers emotions.   

Client: Animates

Animates are NZ's leading pet retailer and vet care specialists who dedicate themselves to creating an awesome experience for people and their pets by providing all customers with everything they need to become great pet parents. 

What we did
Collaborative creative + strategic partnership | Brand repositioning | Agency collaboration - marketing communications, advertising services and strategic development, fractional services
The approach + solution 

RX already had a strong working relationship with Animates as their strategic partner. Animates was looking for a partnership that included a strong creative proposition that would support ongoing: 

  • Creative concepts to support marketing campaigns and initiatives  

  • Content creation to support major themes such as pet nutrition or brand activity 

  • Creative leadership to support the internal creative team  


We developed ARI (Animates, RX and the Insiders) a collaborative partnership that combined the skills, experience and knowledge of the Animates team, RX – the best in breed retail strategy and CX consultancy and The Insiders – Retail creative and production agency. With our over 775 dog years of collaborative retail experience, RX and The Insiders have been working together to develop a one-stop shop for everything that Animates needs to bring their brand to life. 

Key successes in the last 12 months include: 

  • Development of a creative platform that enables Animates to connect multiple Animates pet care solutions together 

  • A step change Christmas campaign that delivered both sales growth and a change in brand perception  

  • Leadership to internal creative team resulting in two creative campaign concepts, traditionally outsourced to external agency 

What Animates said

RX / ARI / Gina 'Ms Always Right' have become an integral partner in how we deliver customer centric solutions and pet expertise to our pet parents. Having combined the talents in retail strategy, customer experience and creative problem solving has meant that recommendations meet all the strategic needs of the business while keeping the customer at the heart of it all. The process is extremely collaborative ensuring we end up at a viable and well thought out result.  

Nathalie Moolenschot | GM, Marketing   

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