TNAVCThe North American Veterinary Conference
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The special events -- conducted at the American Veterinary Medical Association (AVMA) conference and The North American Veterinary Conference (TNAVC) -- were developed for the Dayton, Ohio, pet food maker by Fleishman-Hillard's (F-H) Kansas City, Mo.'s office and led by Shelly Kessen, vice president in the food and agribusiness division, along with client, Lara Strazdin, manager of communications for Iams and James Dickson, brand manager of veterinary products.
(One example she notes was the use of Iams corporate logo paw print decals on the floor, which led veterinarians to the outdoor agility tent at the TNAVC event.)
Originally designed for one special event, the AVMA show's success prompted F-H and Iams marketing folks to replicate the event at TNAVC a couple months later.