Equine Management and Marketing

Jutta Putz, an Equine Management and Marketing Specialist and also a Branding Visionary

Jutta Putz,  an expert in Equine Marketing and Management, as well as a visionary in Branding, offers her insights on branding and brand strategy to uncover untapped opportunities in the Thoroughbred industry, propelling businesses towards success.

While tradition holds immense value, embracing innovation is essential for the Thoroughbred industry’s evolution.

                                                                                                                                       Jutta Putz
Intro of Jutta Putz

Jutta Putz is an esteemed presence in the domain of equine marketing and branding. Armed with a background in agriculture and animal science, acquired in her native Austria, and specialized training in equine marketing and management from the University of Kentucky, she has cultivated a wealth of knowledge through immersive experiences at world-renowned
Thoroughbred farms and equine hospitals. Here, she acquired a deep understanding of the intricacies of top-tier equine care and management.

Guided by her enduring passion for horses, Jutta embarked on a transformative journey from Austria to the epicenter of the Thoroughbred industry in Kentucky. Although her initial career unfolded on these illustrious Thoroughbred farms, Jutta’s true vocation lies within the realm of equine marketing and branding, where she has established herself as a visionary.


Let’s not wait further and discuss some important questions with Jutta about equine marketing and branding and also how the Thoroughbred industry can benefit from branding strategies.

Jutta's Business card- showcasing her expertise in Equine Management and Marketing
JP BrandPlus

WildlyPet: We welcome you to this exclusive interview! Our readers must be curious to know about you and your business. Let’s not keep our readers waiting and start with a brief introduction. Please tell us about yourself.

Jutta Putz: Sure, I am Jutta Putz – an Equine Marketing and Management Specialist. Fortified by a solid educational foundation, I earned my stripes in agriculture and animal science from prestigious institutions in Vienna, Austria. These formative years provided me with a deep understanding of the intricacies of animal care and husbandry, a knowledge base that would serve as the cornerstone of my career.

My fascination with horses ignited at a tender age in Austria, and it’s been an unwavering flame ever since. In the year 2000, driven by my boundless love for these majestic creatures and an insatiable curiosity for more, I embarked on a life-altering adventure. My destination… The heart of the equine world, Kentucky, USA. For me, Kentucky wasn’t just a change of scenery; it was a quest to find my equestrian heaven on Earth.

However, my quest for knowledge didn’t end with my move to Kentucky. I furthered my education at the University of Kentucky, specializing in equine marketing and management. This comprehensive program equipped me with the skills and knowledge necessary to excel in the equine industry, particularly in the areas of marketing and managing equine enterprises.

WildlyPet: Jutta, it’s truly inspiring to hear about your journey from Austria to Kentucky, driven by your love for horses. Could you tell us more about how your background in agriculture in Vienna and your marketing experience with Pfizer Animal Health led you to specialize in the thoroughbred industry?

Jutta Putz: Absolutely, WildlyPet. My background in agriculture provided me with a solid foundation, and my time with Pfizer Animal Health allowed me to understand the marketing dynamics in the animal health sector. However, my passion for horses led me to Kentucky, where I delved into the heart of the thoroughbred industry. Working on famous farms and equine hospitals and attending the University of Kentucky for equine studies provided me with invaluable insights into the intricacies of this unique industry.

WildlyPet: That’s quite a journey. Given your love for horses and your extensive experience, how did you find the synergy between your marketing background and the thoroughbred industry?

Jutta Putz: It was a natural fit. My marketing skills allowed me to approach the thoroughbred industry with a fresh perspective. Combining a love for horses with strategic marketing, I saw untapped potential in leveraging branding and brand strategy to propel businesses forward. It became clear that there were still unexplored possibilities in this industry.

WildlyPet: Speaking of branding, could you emphasize the importance and the relatively untapped possibilities that branding and brand strategy can bring to the thoroughbred industry?

Jutta Putz: Absolutely, WildlyPet. The thoroughbred industry, steeped in tradition, has immense potential for growth through effective branding. Many businesses in the industry have yet to fully embrace the power of a well-defined brand strategy. The global connectivity we have today offers opportunities to reach audiences worldwide, yet some in the industry remain unaware of the untapped potential.

WildlyPet: How do you see branding and brand strategy impacting businesses within the thoroughbred industry, and why is it crucial?

Jutta Putz: Branding goes beyond just a logo or a name; it’s about storytelling and creating an emotional connection with the audience. A well-crafted brand strategy can elevate a business, establish trust, and differentiate it from competitors. In the thoroughbred industry, where each horse is unique, branding provides a platform to showcase their individual stories, achievements, and values.

WildlyPet: Given the traditional nature of the thoroughbred industry, how do you navigate the sometimes conflicting perspectives of the older, traditional generation and the younger, more globally connected generation?

Jutta Putz: It’s a delicate balance. While tradition holds immense value, embracing innovation is essential for the industry’s evolution. The global connectivity of the younger generation offers an opportunity to showcase the beauty of the thoroughbred industry to a wider audience. By merging tradition with modern marketing strategies, we can bridge the gap and ensure the industry’s continued relevance.

WildlyPet: In your mission to support the thoroughbred industry, how do you envision the role of branding and marketing evolving in the years to come?

Jutta Putz: I see branding and marketing playing an increasingly pivotal role. As the industry opens up to the possibilities of global connectivity, there is a chance to create a more inclusive and expansive image. Effective branding can not only enhance the value of individual horses but also contribute to the industry’s overall reputation and sustainability.

WildlyPet: Are there specific emerging trends or innovations you foresee that could reshape the way branding and marketing are approached in the thoroughbred industry?

Jutta Putz: Absolutely. The younger generation is more tech-savvy and connected than ever before. Virtual experiences, augmented reality, and interactive storytelling could become powerful tools for showcasing the beauty of thoroughbred horses. Embracing these innovations can ensure that the industry remains vibrant and appealing to a diverse audience.

WildlyPet: Jutta, thank you for sharing your unique perspective and shedding light on the untapped possibilities within the thoroughbred industry. Your dedication to supporting this industry is truly commendable, and we look forward to seeing how branding and marketing will continue to shape its future.