Member Exclusive: How Zoetis transformed the CEO’s profile
Video storytelling and LinkedIn can be a powerful combination
By Robbie Caploe, director of strategic initiatives, Ragan
In an era when corporate communications can feel scripted and disconnected, Loren Talley thinks she has cracked the code on authentic leadership storytelling at Zoetis for her CEO, Kristin Peck.
Her tool? A LinkedIn video and newsletter called On Purpose, which demonstrates how genuine conversations about values and personal mission can transform both internal culture and external influence at New Jersey-based Zoetis, a provider of animal health care products and services.
Playing to a CEO’s strengths
"One of the things Kristin does so well is connect with her peers across industries," said Talley, senior director, CEO and executive communications at Zoetis, a Council member. "She draws out their perspectives on areas and issues that matter to them."
The program, now in its fifth season, showcases discussions with luminaries in the animal health community as well as non-endemic trailblazers, with the guests often booked by Peck herself.
"She'll sit down with people like Hans Vestberg, CEO of Verizon Wireless, Julie Sweet, Accenture CEO and Arvind Krishna, IBM’s CEO,” Talley said. Peck’s guests in animal health care have included deans of top veterinary schools and agriculture social media influencers.
Inside the production process
This storytelling method has proven effective at extracting meaningful findings, Talley said.
"Through those exchanges come insights that ultimately become takeaways for us as her colleagues at Zoetis. On Purpose always carries an undercurrent that’s complementary to our values and what we stand for,” she said.
The process is designed for consistency and flexibility. The comms team produces about 10 episodes a year and will develop special editions in between to fill any gaps in the lineup. Filming takes place in Peck's office and she'll often shoot three to four interviews back-to-back to maximize her time.
A measurable effect
On Purpose has delivered tangible results in executive visibility and engagement. The communications team tracks audience reach, depth of interaction and quality feedback and contribution to Zoetis’ goals and priorities (see attached file).
One striking metric: Peck's LinkedIn following has jumped from 4,000 to 82,000 followers since 2020, demonstrating how value-driven content resonates beyond traditional corporate campaigns.
This strategic approach extends beyond individual content pieces to broader communications.
"It's about collaborating across sectors to shape an operating environment that empowers innovation," Talley said. “That’s our North Star.”
How are you using video as a storytelling tool? Post your thoughts to the Member Forum.