Merck Animal Health enlisted our frequent partner agency, MorganMyers, to elevate its Vista cattle vaccine above the crowded marketplace. MorganMyers turned to Simon/Myers for creative assistance. Merck offered a formidable line of animal vaccines, but competition was intense. Brands were often separated by small margins of performance, leaving ranchers to sort through data. Magnifying the challenge was the expense of the products, as well as the financial ROI that came from this vital animal health decision. The answer was to lead, not follow. Our data and our reputation were so strong, we were able to rise above the fray with a simple message of "moving forward." Ranchers embraced the confidence and the clarity.