SCPI launches Mind Control initiative to tackle pet persuasion

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AUCKLAND, Wednesday: Southern Cross Pet Insurance (SCPI) progresses its Paws Off! project with Mind Control, launched in mid-April. This initiative aims to tackle the issue of pets persuading humans to give them inappropriate food, which led to over $3 million in related claims last year.

Bridgette Muir, Head of Marketing and Product at SCPI, highlights, “Mind Control will add a fresh, even more engaging way to help our customers and others understand what they shouldn’t do.”

Under SCPI’s ‘Protect the Pet Life’ platform, the Mind Control campaign comprises video content, social media posts, and sponsored content, with significant contributions from NZME.

“‘Mind Control’ will add a fresh, even more engaging way to help our customers and others understand what they shouldn’t do.”

James Butcher, Chief Commercial Officer at NZME, says, “Collaborating with /TBWA who developed the concept, we were pleased to support with filming content as well as providing advice on how to best amplify their message across NZME’s platforms including We’re looking forward to seeing the creative roll out in the coming weeks.”

In many ad agency offices where dogs are welcomed, it’s essential to recognise signs that your furry friend may have ingested something harmful.

Early indications of trouble include vomiting, diarrhoea, appetite loss, lethargy, and unusual behaviour. If you observe any of these symptoms, it’s crucial to seek veterinary assistance promptly.

  • See more about the ‘Mind Control’ project here


Head of Marketing and Product: Bridgette Muir
Marketing Manager: Anna Holley
Marketing Manager: Kristen Gernandt

Chief Creative Officer: Shane Bradnick
Creative Director: Ashley Wilding
Creative Director: Daniel Davison
Art Director: Michael Gillard Allen
Copywriter: Crystal Hay
CEO: Catherine Harris
General Manager: Simon Mills
Account Director: Zak Murtagh
Senior Account Manager: Angelica Molina
Planning Director: Luke Kelly
Agency Producer: Jodie Hari
Editor: Hayden Cook
Design Agency: Seachange Studios

Executive Producer: Christian Goeffic
Video Producer: JD Hubbard
Client Solutions Director: Anna Lloyd
Senior Account Director: Maggie Campbell

Group Business Director: Sian Kitchen
Planner/Buyer: George Hulley
Digital Director: Ian Bailey
Associate Digital Director: Robin Quadros
Associate Digital Manager: Charlotte Brick

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