AgriMarketing[R] 22ND Annual CAMA Awards presentation.JOHN MORRISS NAMED CAMA (Central Automatic Message Accounting) See AMA. AGRI-MARKETER OF THE YEAR Three years ago the Farmers' Independent Weekly didn't exist. Today it is a media force to be reckoned with in Western Canada
Western Canada, commonly referred to as the West due to the leadership and entrepreneurial spirit of John Morriss, the 2005 CAMA Agri-Marketer of the Year. Morriss spent most of his career in agricultural journalism and communications, including two years as field editor of Grainews, 12 years with the Canadian Wheat Board The Canadian Wheat Board (known at times as the Canada Wheat Board or by the acronym CWB) was established by the Parliament of Canada in 1935 as a producer marketing system for wheat and barley. It is headquartered in Winnipeg, Manitoba, Canada. where he rose to the position of director of communications Director of Communications is a position in the private and public sectors. The Director of Communications is responsible for managing and directing an organization's internal and external communications. , 12 years as publisher and editor of the Manitoba Co-operator and three years as publisher and editor of the Farmers' Independent Weekly (FIW FIW Feature Interaction Workshop FIW Fighter Interceptor Wing FIW Future Individual Weapon ). After being let go by Manitoba Co-operator as a result of downsizing (1) Converting mainframe and mini-based systems to client/server LANs. (2) To reduce equipment and associated costs by switching to a less-expensive system. (jargon) downsizing , Morriss and five other staffers 2took control of the situation by launching the Farmers" Independent Weekly in June 2002. With a mission to provide information to Manitoba farmers and gain their trust and confidence, the fledgling newspaper relied on Morriss' publishing experience, his reputation in the industry and his boundless energy to get the FIW off the ground. Focusing on a niche market--Manitoba farmers--the FIW staff took a gamble that the industry was looking for Looking for In the context of general equities, this describing a buy interest in which a dealer is asked to offer stock, often involving a capital commitment. Antithesis of in touch with. ways to connect with this market, and both farmers and advertisers would support a publication that focused on high standards of editorial quality and journalistic jour·nal·is·tic adj. Of, relating to, or characteristic of journalism or journalists. jour  nal·is excellence.An article in the Winnipeg Free Press The Winnipeg Free Press is a daily broadsheet newspaper in Winnipeg, Manitoba. Founded in 1872, as the Manitoba Free Press, it is the oldest newspaper in western Canada. It is the newspaper with the largest readership in the province. states that as FIW celebrated its third year of business in 2005, it also experienced a substantial profit, although this journey is about more than money. LEAPS OF FAITH This journey began by taking a chance and rallying loyal people around a common goal. Morriss leveraged the relationships he had forged during his 20-plus years in agriculture to build a foundation for FIW. His good relationships with employees, advertisers, readers and suppliers paid dividends during this new chapter. For example, Morriss convinced former colleagues to buy into a new company and defer their wages until the company had success, including two former production staffers. Morriss' high standard of business ethics business ethics, the study and evaluation of decision making by businesses according to moral concepts and judgments. Ethical questions range from practical, narrowly defined issues, such as a company's obligation to be honest with its customers, to broader social motivates colleagues to willingly give their loyalty and respect. He also was instrumental in convincing national advertising consultant James Shaw This article is about the former Canadian senator. For other persons named James Shaw, see James Shaw (disambiguation). James Shaw (1798 – February 6 1878) was a businessman and political figure in Canada West and Ontario. that based on past working relationships he should take a leap of faith to work with FIW. Many advertisers were willing to take a chance on the new publication based on prior relationships and the potential for editorial quality. In addition, the Farmers' Independent Weekly had the backing of a printer who knew the publication had no income but was willing to commit to a printing contract based on his past dealings with the staff--an unusual endorsement in any industry. Not only did the publication have the backing of many staffers, advertisers and suppliers, but it also managed to gain the attention of 1,000 Manitoba farmers who signed up for an FIW subscription before they even saw an issue, based on the proven track record of Morriss and his staff. In the Winnipeg Free Press article, Ian Forrester, who farms near Letellier, Manitoba, says, "I think many people don't realize how important independence is to us. (FIW) writers have strong ag backgrounds and are unbiased, or at least less biased." It is the independent spirit of Manitoba farmers that Morriss and his staff have embraced. "We're entrepreneurs, like farmers," Morriss says in the Free Press. "They're independent business people. Now we've started our own business too." A RESPECTED LEADER In starting a publication from scratch, Morriss and the FIW team overcame huge challenges on all fronts and used innovative ability to develop and then maintain production consistency, stretch limited financial resources, operate a virtual office and maintain good morale during a highly stressful time. In addition, Manitoba farmer readers know they can trust Morriss for insightful, relevant information that helps them farm. Advertisers trust him to provide a highly credible publication for their message. His staff and business colleagues turn to him for consistent leadership. John Morriss is widely respected as a voice of reason, critical analysis and balanced commentary. His commitment to agriculture spans his career. His contribution is that of a thoughtful, caring observer--one who isn't afraid to offend if the truth he speaks will contribute to a higher good. BEST OF SHOW--Campaign ADVERTISER: Syngenta Crop Protection Canada, Inc. AGENCY: Adculture Group Inc. PRODUCT: Helix PURPOSE: To retain the 80 percent brand awareness that the Helix brands enjoyed in the previous year. AUDIENCE: Western Canadian canola canola see brassicanapus. growers SPONSOR: BASF BASF Bar Association of San Francisco (since 1872; San Francisco, California) BASF Badische Anilin und Soda Fabrik (German chemical products company) BASF Builders Association of South Florida Canada WINNER OF THE "TOTAL CAMPAIGN OVER $500,000" CATEGORY. CERTIFICATE OF MERIT: Monsanto Canada Monsanto Canada is the Canadian division of Monsanto. It is headquartered in Winnipeg, Manitoba and has offices across Canada. In addition to seed products, Monsanto sells of herbicides including the world’s best-selling herbicide Roundup. Inc./Osborn & Barr Canada (Roundup WeatherMAX herbicide herbicide (hr`bəsīd'), chemical compound that kills plants or inhibits their normal growth. A herbicide in a particular formulation and application can be described as selective or nonselective. ). SPONSOR: Hyland Seeds--Thompsons Best of Show--Consumer Directed ADVERTISER: Horse Racing horse racing, trials of speed involving two or more horses. It includes races among harnessed horses with one of two particular gaits, among saddled Thoroughbreds (or, less frequently, quarterhorses) on a flat track, or among saddled horses over a turf course with Alberta AGENCY: Ogilvy & Mather PRODUCT: Horse Racing PURPOSE: To position horse racing as entertainment. AUDIENCE: 18-34 year old Albertans SPONSOR: Stratus stratus: see cloud. (Stratus Technologies, Maynard, MA, www.stratus.com) A manufacturer of fault-tolerant computers founded in 1980. It supports both the VOS and FTX Unix operating systems on its XA/R line of i860-based systems. Agri-Marketing WINNER OF THE "CONSUMER DIRECTED CAMPAIGN--SALES SUPPORT MATERIALS" CATEGORY. CERTIFICATE OF MERIT: Ontario Sheep Marketing/MacGregor MCI (1) (Media Control Interface) A high-level programming interface from Microsoft and IBM for controlling multimedia devices. It provides commands and functions to open, play and close the device. (2) (Microwave Communications Inc. (Ontario Lamb). SPONSOR: Adculture Group Inc. Best of Show--Public Relations ADVERTISER: Farm Credit Canada
Farm Credit Canada (known as Farm Credit Corporation until 2001), or FCC, is Canada's largest agricultural term lender. AGENCY: In-house PRODUCT: "What you need to know about agriculture but were afraid to ask" brochure PURPOSE: To give FCC (1) (Federal Communications Commission, Washington, DC, www.fcc.gov) The U.S. government agency that regulates interstate and international communications including wire, cable, radio, TV and satellite. The FCC was created under the U.S. staff without a lending or farming background the opportunity to learn about agriculture. AUDIENCE: FCC staff SPONSOR: AdFarm WINNER OF THE "EDUCATIONAL MATERIALS - PRINT" CATEGORY. CERTIFICATE OF MERIT: (tie) Syngenta Crop Protection Canada, Inc./Adculture Group Inc. (Dividend XL RTA RTA renal tubular acidosis. RTA Renal tubular acidosis, see there and Apron apron, n a piece of clothing worn in front of the body for protection. apron band, n a labioincisal or gingival extension of an orthodontic band that aids in retention of the band and in proper positioning of the bracket. Maxx RTA); Syngenta Crop Protection Canada, Inc./Adculture Group Inc. (Horizon). SPONSOR: Bayer CropScience Inc. Best of Show--Advertising ADVERTISER: Syngenta Crop Protection Canada, Inc. AGENCY: Adculture Group Inc. PRODUCT: Helix PURPOSE: To maintain high share of voice, market share of 70 percent and brand awareness of more than 80 percent in the face of a new competitor entering the market. AUDIENCE: Canola growers in Western Canada SPONSOR: The Western Producer WINNER OF THE "TELEVISION ADVERTISEMENTS A television advertisement, advert or commercial is a form of advertising in which goods, services, organizations, ideas, etc. are promoted via the medium of television. " CATEGORY. CERTIFICATE OF MERIT: Syngenta Crop Protection Canada, Inc./Adculture Group Inc. (Touchdown iQ). SPONSOR: Ouarry Integrated Communications TOTAL CAMPAIGN-$75,000 or Less ADVERTISER: Bioniche Animal Health Canada Health Canada (French: Santé Canada) is the department of the government of Canada with responsibility for national public health. Health Canada's goal is to improve Canadian life by improving Canadian longevity, lifestyle and use of public healthcare. Inc. AGENCY: MacGregor MCI PRODUCT: Pregnecol & Lutropin PURPOSE: To create awareness of a new procedure to synchronize See synchronization. ovulation ovulation /ovu·la·tion/ (ov?u-la´shun) the discharge of a secondary oocyte from a graafian follicle.ov´ulatory o·vu·la·tion n. The discharge of an ovum from the ovary. in sows and hence facilitate more convenient and efficient breeding. AUDIENCE: Swine producers involved with breeding CERTIFICATE OF MERIT: Farm Credit Canada/In-house (Drive Away Hunger Tour) SPONSOR: Nufarm Agriculture Inc. TOTAL CAMPAIGN--$200,000-$500,000 ADVERTISER: Cargill Specialty Canola Oils Noun 1. canola oil - vegetable oil made from rapeseed; it is high in monounsaturated fatty acids canola vegetable oil, oil - any of a group of liquid edible fats that are obtained from plants AGENCY: Adculture Group Inc. PRODUCT: Cargill Specialty Canola Oils PURPOSE: Increase awareness/promote the Cargill Specialty Canola Oils 2005 program/offer among existing, lapsed LEGACY, LAPSED. A legacy is said to be lapsed or extinguished, when the legatee dies before the testator, or before the condition upon which the legacy is given has been performed, or before the time at which it is directed to vest in interest has arrived. Bac. Ab. Legacy, E; Com. Dig. and potential new customers. AUDIENCE: Canola growers in Western Canada CERTIFICATE OF MERIT: Monsanto Canada Inc./Osborn & Barr Canada (Roundup Ready Canola) SPONSOR: Agricore United Agricore United was a farmer-directed agri-business in Canada. It supplied crop nutrition and crop protection products, and offered grain handling and marketing services. It was created on November 1, 2001 by the merger of Agricore and United Grain Growers. TOTAL CAMPAIGN--$75,000-$200,000 ADVERTISER: Bayer CropScience AGENCY: AdFarm PRODUCT: REASON Fungicide fungicide (fŭn`jəsīd', fŭng`gə–), any substance used to destroy fungi. Some fungi are extremely damaging to crops (see diseases of plants), and others cause diseases in humans and other animals (see fungal infection). PURPOSE: Launch REASON fungicide into a very crowded potato fungicide market. Create awareness and understanding of unique benefits. AUDIENCE: Potato growers across Canada Across Canada was an afternoon program that formerly aired on The Weather Network. The segment ran from early 1999 until mid 2002. The show ran from 3:00PM ET until 7:00 PM ET. CERTIFICATE OF MERIT: Dow AgroSciences Dow AgroSciences LLC is a wholly owned subsidiary of the Dow Chemical Company specializing in not only agricultural chemicals such as pesticides, but also seeds and biotechnology solutions. The company is based in Indianapolis, Indiana, in the United States. Canada/AdFarm (Range & Pasture pasture, land used for grazing livestock. Land unsuited for cultivation, e.g., hilly or stony land, may be used as pasture. Tilled land and meadow may be pastured after the crops are removed. Campaign) SPONSOR: Syngenta Crop Protection Canada, Inc. PRINT ADVERTISEMENTS--Four Colour, Page ADVERTISER: BASF AGENCY: Quarry Integrated Communications PRODUCT: CLEARFIELD Wheat PURPOSE: To launch the first herbicide tolerant wheat system and get growers looking at wheat in a different way. AUDIENCE: Western Canadian growers CERTIFICATE OF MERIT: Bayer CropScience Inc./ AdFarm (Raxil) SPONSOR: Top Crop Manager (Annex an·nex tr.v. an·nexed, an·nex·ing, an·nex·es 1. To append or attach, especially to a larger or more significant thing. 2. Publishing & Printing Inc.) PRINT ADVERTISEMENTS--Four Colour, Less than Page ADVERTISER: SeCan AGENCY: AdFarm PRODUCT: CDC See Control Data, century date change and Back Orifice. CDC - Control Data Corporation Copeland MaltBarley PURPOSE: To profile the value-added potential of CDC Copeland malt barley barley, annual cereal plant (Hordeum vulgare and sometimes other species) of the family Gramineae (grass family), cultivated by humans probably as early as any cereal. . AUDIENCE: Large, malt barley producers across Western Canada CERTIFICATE OF MERIT: Syngenta Crop Protection Canada, Inc./Adculture Group Inc. (Target and Horizon) SPONSOR: Annex Publishing and Printing Inc., Ag Group PRINT ADVERTISEMENTS--Series, Four Colour ADVERTISER: Bayer CropScience AGENCY: AdFarm PRODUCT: Puma Virtual Pak PURPOSE: To inform growers and retails about the complete Puma Virtual Pak lineup for 2005. AUDIENCE: Cereal growers and crop protection retails across Western Canada CERTIFICATE OF MERIT: Farm Credit Canada/ In-house (AgExpert Software) SPONSOR: Better Farming Magazine PRINT ADVERTISEMENTS--Multi-Page Units/Inserts ADVERTISER: SeCan AGENCY: AdFarm PRODUCT: SeCan Seed Guide PURPOSE: To profile and increase awareness of the SeCan product offering. AUDIENCE: Manitoba crop farmers CERTIFICATE OF MERIT: Arysta LifeScience/ Woodruff Sweitzer (EVEREST) SPONSOR: L.A. Morris & Associates PRINT ADVERTISEMENTS--Series, Less than Four Colour ADVERTISER: Alberta Pork AGENCY: Meristem/ Strut Creative PRODUCT: Farm to Fork PURPOSE: To challenge the core issues affecting growth of Alberta's hog industry by using actual pork producers as spokespeople. AUDIENCE: Primary audience was rural communities across Alberta. Secondary audience was pork producers. CERTIFICATE OF MERIT: United Farmers of Alberta/AdFarm (UFA Ufa (  fä`), city (1989 pop. 1,082,000), capital of Bashkortostan, E European Russia, at the confluence of the Belaya and Ufa rivers. Brand)SPONSOR: Farmers' Independent Weekly RADIO ADVERTISEMENTS ADVERTISER: Arysta LifeScience AGENCY: Woodruff Sweitzer PRODUCT: EVEREST PURPOSE: To increase awareness in spring season of Everest's unique ability to be sprayed early in wheat and then control flush after flush of weeds. AUDIENCE: Western Canadian wheat producers CERTIFICATE OF MERIT: Agricore United/ Adculture Group Inc. (Grain Marketing--IP Malting malt n. 1. Grain, usually barley, that has been allowed to sprout, used chiefly in brewing and distilling. 2. An alcoholic beverage, such as beer or ale, brewed from malt. 3. See malted milk. v. Barley Radio Single) SPONSOR: Canadian Broadcast Sales ELECTRONIC MEDIA--Outbound Electronic ADVERTISER: Dow AgroSciences Canada AGENCY: Growth Stage PRODUCT: Nexera Canola PURPOSE: A direct, "real-time" communication vehicle designed to support Nexera canola growers. AUDIENCE: Growers who have committed to a Nexera canola contract in 2005 SPONSOR: TBA TBA See: To be announced ELECTRONIC MEDIA--Video on CD or DVD DVD: see digital versatile disc. DVD in full digital video disc or digital versatile disc Type of optical disc. The DVD represents the second generation of compact-disc (CD) technology. ADVERTISER: Monsanto Canada Inc. AGENCY: Osborn & Barr Canada PRODUCT: Roundup WeatherMAX herbicide PURPOSE: To show the advancements of Roundup herbicide over the past 30 years. AUDIENCE: Business partners and growers CERTIFICATE OF MERIT: Ontario Farm Animal Council/Timeline Communications (Spotlight on OFAC OFAC Office of Foreign Assets Control (US Treasury) OFAC Ontario Farm Animal Council (Canada) OFAC Olmsted Falls Airport Committee OFAC Organic Fertilizer Association of California Video) SPONSOR: Grainews DIRECT MARKETING--Campaign ADVERTISER: BASF AGENCY: Quarry Integrated Communications PRODUCT: MARKSMAN PURPOSE: To remind growers bi-weekly of the benefits of MARKSMAN over the competition. AUDIENCE: Eastern Canadian corn growers CERTIFICATE OF MERIT: Arysta LifeScience/ Woodruff Sweitzer (EVEREST/Frontline/Attain/Curtail) SPONSOR: TBA DIRECT MARKETING--Single Piece ADVERTISER: Cargill Specialty Canola Oils AGENCY: Adculture Group Inc. PRODUCT:. Cargill Specialty Canola Oils PURPOSE: To promote the 2005 Cargill Specialty Canola Oils program with a call to action. AUDIENCE: Canola growers in Western Canada CERTIFICATE OF MERIT: Syngenta Crop Protection Canada, Inc./Adculture Group Inc. (Partner Program) SPONSOR: Surge Communications PRODUCT SALES--Series Literature ADVERTISER: Hyland Seeds AGENCY: MC Group of Companies PRODUCT: Hyland Seed Guide PURPOSE: Increase brand awareness of Hyland Seeds' entire portfolio. AUDIENCE: Potential growers, current customers and farm dealers CERTIFICATE OF MERIT: Monsanto Canada Inc./ Osborn & Barr Canada (VisionMAX Herbicide) SPONSOR: Manitoba Co-operator PRODUCT SALES--Single Piece Literature ADVERTISER: Cargill Specialty Canola Oils AGENCY: Adculture Group Inc. PRODUCT: Cargill Specialty Canola Oils PURPOSE: To promote and provide details of the 2005 Cargill Specialty Canola Oils program with a call to action. AUDIENCE: Canola growers in Western Canada CERTIFICATE OF MERIT: (tie) AgriBrands Purina Canada Inc./MacGregor MCI (Purina On-Farm Feed Solutions); Intervet Canada/Osborn & Barr Canada (Quadrisol 100) SPONSOR: Pioneer Hi-Bred Pioneer Hi-Bred is one of the largest U.S. companies which produces hybrid seeds for agriculture. History In 1926, farm journal editor and future U.S. Vice President Henry A. Wallace, along with a group of Des Moines, Iowa businessmen, started the "Hi-Bred Corn Company". Limited PRODUCT SALES--Electronic ADVERTISER: Dow AgroSciences Canada AGENCY: AdFarm PRODUCT: Range & Pasture Campaign PURPOSE: To increase the cattle producer's understanding of the economic benefits of producing more grass to increase cattle production and profits. AUDIENCE: Western Canadian cattle producers, grass managers and influencers SPONSOR: Country Guide MERCHANDISING AIDS--Point of Purchase Materials ADVERTISER: Syngenta Crop Protection Canada, Inc. AGENCY: Adculture Group Inc. PRODUCT: Achieve Liquid PURPOSE: To increase awareness of Achieve Liquid and to increase product inquiries at the Syngenta trade show booth. AUDIENCE: Barley growers in Alberta, Manitoba and Saskatchewan CERTIFICATE OF MERIT: Hyland Seeds/ MC Group of Companies (Winter Wheat winter wheat n. Wheat planted in the autumn and harvested the following spring or early summer. ) SPONSOR: Heyday hey·day n. The period of greatest popularity, success, or power; prime. [Perhaps alteration of heyda, exclamation of pleasure, probably alteration of Middle English hey, hey. Communications Inc. MERCHANDISING AIDS--Exhibits/Displays ADVERTISER: Bioniche Animal Health Canada Inc. AGENCY: MacGregor MCI PRODUCT: Pregnecol & Lutropin PURPOSE: To create awareness of a new procedure to synchronize ovulation in sows, and hence facilitate more convenient and efficient breeding. AUDIENCE: Swine producers involved with breeding CERTIFICATE OF MERIT: (tie) Monsanto Canada Inc./Osborn & Barr Canada (Roundup WeatherMAX herbicide); Pride Seeds/Osborn & Barr Canada (Pride Seeds) SPONSOR: Canada's Outdoor Farm Show MERCHANDISING AIDS--Premiums ADVERTISER: Cargill Specialty Canola Oils AGENCY: Adculture Group Inc. PRODUCT: Cargill Specialty Canola Oils PURPOSE: To demonstrate the high oleic o·le·ic adj. 1. Of, relating to, or derived from oil. 2. Of or relating to oleic acid. canola oil value chain. AUDIENCE: Canola growers in Western Canada and canola industry influencers SPONSOR: Pem Brand Corporate Promotions/ Barker Marketing Inc. OUTDOOR ADVERTISER: Dow AgroSciences Canada AGENCY: AdFarm PRODUCT: Nexera Canola PURPOSE: To fuel momentum to contract Nexera canola while making the connection between the grower and end result of healthy living. AUDIENCE: Primary: consumer audience in rural markets across Western Canada. Secondary: Ag retailers across Western Canada. CERTIFICATE OF MERIT: Syngenta Crop Protection Canada, Inc./Adculture Group Inc. (Horizon) SPONSOR: TBA MERCHANDISING AIDS--Contests ADVERTISER: Syngenta Crop Protection Canada, Inc. AGENCY: Adculture Group Inc. PRODUCT: Target PURPOSE: To create interest and awareness of the Target brand and to drive home the message through a fun, unique, creative and memorable contest. AUDIENCE: Large wheat growers in Western Canada SPONSOR: TBA ADVERTISING FOR AGRIBUSINESS agribusiness Agriculture operated by business; specifically, that part of a modern national economy devoted to the production, processing, and distribution of food and fibre products and byproducts. ADVERTISER: AdFarm AGENCY: In-house PRODUCT: Corporate Re-branding PURPOSE: Increase awareness of AdFarm's new brand identity and clearly communicate the agency's mission, vision and unique points-of-difference. AUDIENCE: Decision-makers and influencers within current client base, prospect list, AdFarm employees, partners and suppliers CERTIFICATE OF MERIT: (tie) George Morris George Morris may refer to:
n. 1. A sudden frenzied rush of panic-stricken animals. 2. A sudden headlong rush or flight of a crowd of people. 3. Party Invitation) SPONSOR: NK Brand, Syngenta Seeds PUBLIC RELATIONS--Publicity ADVERTISER: Syngenta Crop Protection Canada, Inc. AGENCY: Adculture Group Inc. PRODUCT: Kids and Carbs PURPOSE: To increase awareness of the risk that dieting parents may be posing to their children by eliminating certain food groups, such as carbohydrates Carbohydrates Compounds, such as cellulose, sugar, and starch, that contain only carbon, hydrogen, and oxygen, and are a major part of the diets of people and other animals. Mentioned in: Laxatives carbohydrates, n. , from their diets. AUDIENCE: Parents (especially those on low-carb diets), potato consumers and the media CERTIFICATE OF MERIT: Farm Credit Canada/In-house (Drive Away Hunger) SPONSOR: Arysta LifeScience Corporation PUBLIC RELATIONS--Newsletters ADVERTISER: CropLife Canada AGENCY: BioScience Communications PRODUCT: BIOCROP News PURPOSE: To communicate the essence of biotechnology issues and trends from a CropLife industry perspective. AUDIENCE: Farm association executives, farm media and government bureaucrats SPONSOR: McCormick Company PUBLIC RELATIONS--House Organs ADVERTISER: Alberta Agriculture Funding Consortium AGENCY: Issues Ink PRODUCT: Reach & Discover PURPOSE: To share the innovation, excitement and impact of Alberta's agricultural research and development on all aspects of life. AUDIENCE: Media, universities, commodity groups, government, and international audiences CERTIFICATE OF MERIT: Pioneer Hi-Bred Limited/McCormick Company (Pioneer Growing Point Magazine) SPONSOR: TBA PUBLIC RELATIONS--Issues Management ADVERTISER: Bayer CropScience AGENCY: AdFarm PRODUCT: Corporate PURPOSE: To help Prince Edward Island Prince Edward Island, province (2001 pop. 135,294), 2,184 sq mi (5,657 sq km), E Canada, off N.B. and N.S. Geography One of the Maritime Provinces, Prince Edward Island lies in the Gulf of St. potato growers and the potato industry deal with non-farmers in their communities by providing training in crisis communications Crisis communications are generally considered a sub-specialty of the public relations profession that is designed to protect and defend an individual, company, or organization facing a public challenge to its reputation. . AUDIENCE: Potato growers and key influencers in Prince Edward Island CERTIFICATE OF MERIT: Council For Biotechnology Information/BioScience Communications (Agricultural Biotechnology) SPONSOR: TBA PUBLIC RELATIONS--Corporate Brochures/ Annual Reports ADVERTISER: Canadian Wheat Board AGENCY: Deschenes-Regnier PRODUCT: CWB CWB Canadian Wheat Board CWB Central Weather Bureau CWB Canadian Welding Bureau CWB Causeway Bay (Hong Kong) CWB Corpus Workbench CWB Certified Wildlife Biologist CWB Child Welfare Board Annual Report 2003-04 PURPOSE: To demonstrate corporate accountability and business transparency to all stakeholders Stakeholders All parties that have an interest, financial or otherwise, in a firm-stockholders, creditors, bondholders, employees, customers, management, the community, and the government. of the farmer-controlled CWB. AUDIENCE: Farmers, industry, government and financial institutions CERTIFICATE OF MERIT: Ontario Egg Producers/ David Thorne Communications (Annual Report) SPONSOR: TBA PUBLIC RELATIONS--Corporate Image Campaign ADVERTISER: Farm Credit Canada AGENCY: In-house PRODUCT: FCC AgriSpirit Fund PURPOSE: To receive 200 online applications, to support 25 capital projects and to enhance 50 communities across the country. AUDIENCE: External: Leaders and volunteers who live and work in rural Canadian communities. Internal: FCC employees. CERTIFICATE OF MERIT: Farm Credit Canada/ In-house (Encore Employee Recognition Program) SPONSOR: DuPont Canada Consumer Directed Campaigns--Print ADVERTISER: Dow AgroSciences Canada AGENCY: AdFarm PRODUCT: Nexera Canola PURPOSE: Build awareness/ momentum among consumers that Canadian farmers are growing Nexera canola, which produces a trans fat trans fat n. 1. A trans fatty acid. 2. Trans fatty acids considered as a group. trans fat A fat containing trans fatty acids. free oil. AUDIENCE: People conscious of quality foods, diet and health, plus industry stakeholders CERTIFICATE OF MERIT: Manitoba Pork Council/The Studio of Wendy J., Inc. (Pick Pork "Excuses" Print Ads) SPONSOR: Ontario Farmer Publications CONSUMER DIRECTED CAMPAIGNS--Television/Radio ADVERTISER: Dairy Farmers Dairy Farmers is one of Australia's largest and oldest dairy manufacturers, established in 1900, supplying products to local and international markets such as eastern Europe, the Middle East and Asia. of Canada--Ontario AGENCY: BBDO BBDO Batten, Barton, Durstine & Osborn BBDO Bringing Biogeographic Data Online Toronto PRODUCT: White Milk--Skaters PURPOSE: To keep youth drinking milk as they move into adulthood by building a relationship that is based on a more relevant image of milk. AUDIENCE: 13-24 year olds and medium/heavy milk drinkers with high per capita [Latin, By the heads or polls.] A term used in the Descent and Distribution of the estate of one who dies without a will. It means to share and share alike according to the number of individuals. consumption CERTIFICATE OF MERIT: (tie) Dairy Farmers of Canada--0ntario/Due North Communications (Chocolate Milk--"Brown Cow
SPONSOR: Osborn & Barr Canada CONSUMER DIRECTED CAMPAIGNS--Educational Materials ADVERTISER: Manitoba Egg Producers AGENCY: The Studio of Wendy J., Inc. PRODUCT: Egg Growth Chart PURPOSE: To convey the message that eggs are important for the growth of children AUDIENCE: Mothers ages 25-45 with children still under 5' tall CERTIFICATE OF MERIT: Horse Racing Alberta/ Ogilvy & Mather (Horse Racing) SPONSOR: Marketing Communication Group CONSUMER DIRECTED CAMPAIGNS--Total Campaign ADVERTISER: Dairy Farmers of Canada--Ontario AGENCY: BBDO Toronto PRODUCT: White Milk--Skaters Campaign PURPOSE: To keep youth drinking milk as they move into adulthood by building a relationship that is based on a more relevant image of milk. AUDIENCE: 13-24 year olds and medium/heavy milk drinkers with high per capita consumption CERTIFICATE OF MERIT: Manitoba Pork Council/The Studio of Wendy J., Inc. (Pick Pork "Excuses" Campaign) SPONSOR: BCG BCG bacille Calmette-Guérin. BCG abbr. 1. bacillus Calmette-Guérin 2. ballistocardiogram BCG, n.pr See bacille Calmette-Guórin. Communications
ADDITIONAL BEST OF CAMA WINNERS
ADVERTISER AGENCY PRODUCT CERTIFICATE
OF MERIT
ADVERTISING PRODUCED IN CANADA FOR FOREIGN MARKETS
Bayer CropScience AdFarm REASON Scream CD Farm Credit
Canada/
In-house
(Dutch
Attraction
Solos &
Print Ads
PURPOSE: To create awareness of the new REASON Fungicide in the
potato market.
AUDIENCE: U.S. potato growers in the Pacific Northwest, Upper
Midwest and East
SPONSOR: Horse Racing Alberta
FRENCH LANGUAGE MARKETING--Print Advertisements
Bioniche Animal MacGregor MCI Pregnecol & Lutropin Farm Credit
Health Canada Canada/
Inc. In-house
(AgExpert
Software
PURPOSE: To create awareness of a new procedure to synchronize
ovulation in sows, and hence facilitate more convenient and
efficient breeding.
AUDIENCE: Swine producers involved with breeding
SPONSOR: Le Bulletin des agriculteurs
FRENCH LANGUAGE MARKETING--Sales Support Materials
Monsanto Canada Osborn & Barr Roundup WeatherMAX Farm Credit
Inc. Canada herbicide Canada/
In-house
(AgExpert
Field
Manager
Brochure)
PURPOSE: To launch Roundup WeatherMAX in Eastern Canada.
AUDIENCE: Growers and retailers
SPONSOR: La Terre de chez nous
FRENCH LANGUAGE MARKETING--Public Relations
Farm Credit In-house Internal Newsletter Farm Credit
Canada Canada/
In-house
(FCC 2004-05
Annual
Report)
PURPOSE: To increase FCC employees' sense of belonging and awareness
of business activities Canada-wide.
AUDIENCE: FCC's 1,100+ employees
SPONSOR: Farm Credit Canada
PUBLIC RELATIONS--Association Publications
La Federation des In-house Le Producteur La
producteurs de de lait Quebecois Federation
lait du Quebec des
producteurs
de porcs du
Quebec,
In-house
(Porc
Quebec)
PURPLE: Provide dairy producers with industry specific information
on current events, herd health, genetics, equipment and farm
management, as well as updates from the federation.
AUDIENCE: Quebec dairy producers and related industry professionals.
SPONSOR: Syngenta Crop Protection Canada, Inc.
PUBLIC RELATIONS--Special Events
Council for BioScience Agricultural Farm Credit
Biotechnology Communi- Biotechnology Canada/
Information cations In-house
(Drive Away
Hunger Tour
PURPOSE: To offer background information to food editors on current
status of GM crops in Canada.
AUDIENCE: Canada consumers
SPONSOR: Philom Bios Inc.
EDUCATIONAL MATERIALS--Electronic/Ag Programming
AGVISION TV Inc. In-house The Cost of Manitoba
Doing Nothing Canola
Growers
Association/
BCG
Communi-
cations
(Canola
Commodity
Challenge
PURPOSE: To examine the cost if the Canadian farm community does not
communicate more effectively with the public.
AUDIENCE: Primary producers in ON, MB, SK and AB
SPONSOR: Bayer CropScience Inc.
CONSUMER DIRECTED CAMPAIGNS--Websites
Dairy Farmers of BBDO Toronto White Milk--Skaters
Canada--Ontario Web site
PURPOSE: To encourage the target group to interact with milk
advertising in a non-traditional way.
AUDIENCE: 13-24 year olds and medium/heavy milk drinkers with
high per capita consumption
SPONSOR--Ontario AgRadio Network
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