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Zoetis was well-positioned as a leading global animal health company within the pet industry but had not previously expanded its media relations efforts beyond traditional veterinary trade publications. To expand Zoetis’ reach beyond the veterinary trade pages, and into general pet and consumer media, Coyne has created a year-long above brand news bureau on multiple topics that relate back to Zoetis’ key products– including pitches on pet motion sickness, allergies, dental disease and more. The team also provides support for key product launches, new label claims, its charitable K-9 Courage program, and more.