Best of NAMA.

BEST OF SHOW -- ADVERTISING

CLIENT: Syngenta Crop Protection, Greensboro, N.C. -- Janet
Dinsmore

AGENCY: Bader Rutter & Associates, Brookfield, Wis. -- Jon
Anderson

MESSAGE: There is a new and very different broadleaf
herbicide coming ... for corn.

AUDIENCE: 250+ corn growers and retailers in the upper
Midwest.

BEST OF SHOW -- PUBLIC RELATIONS

CLIENT: The Catfish Institute, Belzoni, Miss. -- Henry Gantz

AGENCY: Fleishman-Hillard, Kansas City, Mo. -- Jamie
Greenheck, Steve Dubinsky, Sun Dee Mills, Kristi
Thompson, Tammy Shy, Lisa Brooks

MESSAGE: U.S. Farm-Raised Catfish is the most controlled,
highest quality and most consistent fish available; U.S.
Farm-Raised Catfish is a quick-and-easy, healthful meal
solution; U.S. Farm-Raised Catfish is versatile and can be
used in a wide array of flavor applications and cooking
methods.

AUDIENCE: Women -- primary grocery shoppers -- and
current catfish users.

Local Multimedia Campaign

CLIENT: Tomen
Agro, San
Francisco

AGENCY:
Woodruff & Co.,
Columbia, Mo.
-- Mark Quick

MESSAGE: By
turning up the
heat on Botrytis
bunch rot,
ELEVATE[R] 50
WDG Fungicide
delivers unsurpassed control of this devastating disease.

AUDIENCE: Wine and table grape growers/PCAs/consultants and other
influencers in the states of California, Oregon, Washington, New York,
and Michigan.

MERIT: New Holland North America, Inc./Hamilton Gregory Advertising,
Inc.

NATIONAL FINALISTS:
icorn.com/5MetaCom
Minnesota Corn Growers Association/Kruskopf Olson Advertising
Dow AgroSciences Canada, Inc./CHM Communications Inc.
Monsanto Company/Osborn & Barr Communications
Gold Leaf Seed Company/AgriBusiness Communications Group
Illinois Farm Bureau/In-house
Dow AgroSciences Canada, Inc./AdFarm

National Multimedia Campaign

CLIENT: Pfizer
Animal Health,
New York, N.Y.
-- Brad Tucker

AGENCY: Colle +
McVoy,
Minneapolis -- John
Landon

MESSAGE:
Dectomax is the
most powerful,
versatile and
effective parasiticide
you can buy.

AUDIENCE: U.S. cow-calf and stocker operators.

MERIT: Syngenta/Colle + McVoy

NATIONAL FINALISTS:
FMC and The Martin Agency/Farm Journal Electronic Media
Quality Farm Stores/Farm Journal Electronic Media
Schering-Plough Animal Health Corp./Swanson Russell Associates
Fort Dodge Animal Health/Latorra, Paul & McCann
Pioneer Hi-Bred International/McCormick Company
BASF/Miller Meester Advertising

Regional Multimedia Campaign

CLIENT: Syngenta
Crop Protection,
Greensboro, N.C.
-- Janet
Dinsmore

AGENCY: Bader
Rutter &
Associates,
Brookfield, Wis.
-- Jon Anderson

MESSAGE: There
is a new and very
different
broadleaf herbicide coming ... for corn.

AUDIENCE: 250+ corn growers and retailers in the upper Midwest.

MERIT: Aventis CropScience/Rhea & Kaiser Marketing Communications

NATIONAL FINALISTS:
Monsanto Company/Osborn & Barr Communications
Dairyland Seed Co., Inc./Charleston/Orwig, Inc.
Crompton Corporation -- Uniroyal Chemical/The Duff Company
Case IH Application Equipment/Morgan&Myers
Dow AgroSciences/AdFarm
DuPont Crop Protection/Saatchi and Saatchi Rowland
FMC Corporation/The Martin Agency
Aventis CropScience/Venture Communications

New Product Introduction

CLIENT: The
ARM & HAMMER
Animal Nutrition
Group, Princeton,
N.J. -- Scott
Morey

AGENCY:
Charleston|
Orwig, Inc.,
Hartland, Wis. -- Kim
Jones

MESSAGE:
MEGLAC-R
Rumen Bypass Fat is the newest member of the MEGLAC family. When
properly used in cows' rations, MEGLAC-R benefits reproduction.

AUDIENCE: Dairy producers and industry influencers, including
nutritionists, veterinarians, feed consultants and feed sales
representatives across
the country.

MERIT: DuPont Crop Protection/Saatchi and Saatchi Rowland

NATIONAL FINALISTS:
Bayer Corporation/AdFarm
Caterpillar Agricultural Products, Inc./Rhea & Kaiser Marketing
   Communications
Syngenta Crop Protection/Bader Rutter & Associates
Aventis CropScienceNenture Communications
Case IH/Cramer-Krasselt
Bayer Corporation/Valentine Radford, Inc.
Farm Credit Services of America/Meyocks & Priebe Advertising
John Deere/In-house

Producer-funded Advertising Campaigns

CLIENT:
American Dairy
Association &
Dairy Council,
Syracuse, N.Y. -- Michele
Martens

AGENCY: Latorra,
Paul & McCann,
Syracuse, N.Y. -- Bob
Ripley/Sam
Bregande/Maysel
Markham

MESSAGE:
Beware of the dangers of altering proper nutrition, which can lead to
Anorexia, Bulimia and early Osteoporosis in women.

AUDIENCE: Female teenagers.

MERIT: Wisconsin Milk Marketing Board/Stephan & Brady, Inc.

NATIONAL FINALISTS:
E-10 Unleaded Partners/David & Associates
American Dairy Association & Dairy Council/Latorra, Paul & McCann
Almond Board of California/Sterling-Rice Group
Wisconsin Milk Marketing Board/Stephan & Brady, Inc.

Black & White or Color Spread -- Single

CLIENT: Case IH,
Racine, Wis. -- Claudia
Garber

AGENCY:
Cramer-Krasselt,
Milwaukee, Wis.
-- John
Freckmann

MESSAGE: Since
its introduction,
no other tractor
has maintained a
higher resale
value than the MX Series Magnum.

AUDIENCE: Mid- to large-size agricultural producers in row crop and
cereal grain applications,

MERIT: Aventis CropScience/Rhea & Kaiser Marketing Communications

NATIONAL FINALISTS:
Caterpillar Agricultural Products, Inc./Rhea & Kaiser Marketing
   Communications
Aventis CropScience/Rhea & Kaiser Marketing Communications
BASF/Miller Meester Advertising
FMC Corporation/The Martin Agency
Bayer Corporation/AdFarm
Dow AgroSciences/Bader Rutter & Associates

Company-funded, Consumer-directed
Activities

CLIENT: Ricetec,
Inc., Jonesboro,
Ark., -- Jim
Thompson

AGENCY:
Mangan Holcomb
Rainwater
Culpepper, Little
Rock, Ark. -- David
Rainwater

MESSAGE:
Ricetec is leading
the rice industry
into the future with the introduction of new rice hybrids like XL6.

AUDIENCE: Rice farmers.

MERIT: Pioneer Hi-Bred International/McCormick Company

NATIONAL FINALISTS:
Illinois Farm Bureau/In-house

Black & White or Color Spread -- Series

CLIENT: Cenex,
St. Paul, Minn.
-- Ann Mann

AGENCY:
Colle + McVoy,
Minneapolis -- Barb
Martinson

MESSAGE: Cenex
brand products
and people keep
you moving so
you can get to
the important
things in life. Our energy products, service and people always come
through for you, even under tough conditions.

AUDIENCE: Rural residents and producers in Cenex trade territories who
do business with their local co-op and/or drive by a Cenex/Ampride
C-store on a regular basis.

MERIT: Aventis CropScience/Rhea & Kaiser Marketing Communications

NATIONAL FINALISTS:
Aventis CropScience/Rhea & Kaiser Marketing Communications
AgWeb/Hamilton Gregory Advertising Inc.
Schering-Plough Animal Health (Canada)/CHM Communications Inc.
Bayer Corporation/Valentine Radford, Inc.
John Deere Ag Marketing Center/In-house
Ricetec, Inc./Mangan Holcomb Rainwater Culpepper
Case IH/Cramer-Krasselt

Black & White or Color Single-page Ad -- Single

CLIENT: John
Deere Credit,
Johnston, Iowa
-- Russ Walker

AGENCY:
Osborn & Barr
Communications,
Kansas City, Mo.
-- Luke
McKelvie, Nigel
Morley, Laura
Crowley

MESSAGE:
John Deere Credit has lowered their rates and is a competitive, proven
source for all your financial needs.

AUDIENCE: Producers.

MERIT: Valent USA Corp./Biggs/Gilmore Communications

NATIONAL FINALISTS:
Aventis CropScience/Rhea & Kaiser Marketing Communications
Tomen Agro, Inc./Woodruff & Co.
Merial Limited/Bader Rutter & Associates
Dow AgroSciences Canada, Inc./AdFarm
Uniroyal Chemical/Fruehling Communications
Land O'Lakes Animal Milk Products/Colle + McVoy
Caterpillar Agricultural Products, Inc./Rhea & Kaiser Marketing
   Communications
Agway/Latorra, Paul & McCann
DuPont Crop Protection/Saatchi and Saatchi Rowland
American Angus Association/NKH&W, Inc.

Less-than-one-page Black & White or Color
Ad -- Single

CLIENT: NC+
Hybrids, Lincoln,
Neb. -- Ken
Anderson

AGENCY:
Swanson Russell
Associates,
Lincoln Neb. --
Jim Matya

MESSAGE: As an
independent seed
company, NC+
Hybrids has both
the freedom and the incentive to make decisions that benefit farmers of
all sizes. To the many farmers who face the challenges of raising grain
on their farms, they are encouraged to stand their ground in the face of
those challenges.

AUDIENCE: Small to large farming operations and NC+ Hybrids dealers and
district managers.

MERIT: Delta King Seed/Mangan Holcomb Rainwater Culpepper

NATIONAL FINALISTS:
Dow AgroSciences Canada, Inc./AdFarm
Philip Morris Management Corp. Agricultural Relations/Morgan&Myers
Foremost Farms USA/Meyocks & Priebe Advertising
Delta King Seed/Mangan Holcomb Rainwater Culpepper
Brownie Systems/David & Associates

Black & White or Color Single-page Ad -- Series

CLIENT:
American Angus
Association, St.
Joseph, Mo. --
Susan Rhode

AGENCY:
NKH&W, Inc.,
Kansas City, Mo.
-- Doug
Reynolds, Jim
Haynes, Carl
Hertel

MESSAGE:
The Angus breed and services of the American Angus Association provide
cattle producers the best opportunity to maximize profit potential.

AUDIENCE: Commercial cow/calf producers with 50+ head of cows and cattle
producers purchasing two or more bulls per year.

MERIT: Pfizer Animal Health/Colle + McVoy

NATIONAL FINALISTS:
John Deere Ag Marketing Center/in-house
Valent USA Corp./Biggs/Gilmore Communications
Farm Bureau Financial Services/Meyocks & Priebe Advertising
Tomen Agro, Inc./Woodruff & Co.
Southern States Cooperative, Inc./In-house

Less-than-one-page Black & White or Color
Ad -- Series

CLIENT: DuPont
Crop Protection,
Lakewood, Colo.
-- Jill Lucius

AGENCY: Saatchi
and Saatchi
Rowland,
Fairport, N.Y. --
Kent Joshpe

MESSAGE:
DuPont products
get your fields/
pastures so clean
they're picturesque.

AUDIENCE: Wheat and potato farmers, ranchers, and crop protection
chemical dealers.

MERIT: Vance Food Systems Group/Welsh Group

NATIONAL FINALISTS:
Delta King Seed/Mangan Holcomb Rainwater Culpepper
New Holland North America, Inc./Hamilton Gregory Advertising, Inc.
Schering-Plough Animal Health Corp./Swanson Russell Associates
Pioneer Hi-Bred International/McCormick Company
ABS Global, Inc./in-house
Ridley Block Operations/Paulsen Marketing Communications

Black & White Print Ad

CLIENT:
Syngenta,
Greensboro, N.C.
-- Kay Carter

AGENCY:
Colle + McVoy,
Minneapolis --
Jill Wenzel

MESSAGE: Rural
hunger is a serious
problem and
Syngenta is
doing something
about it.

AUDIENCE: Growers with $100,000+ in gross income.

MERIT: BASF/Miller Meester Advertising

NATIONAL FINALISTS:
BASF/Miller Meester Advertising
Unverferth Manufacturing Co./Porter & Associates
Case IH/Morgan&Myers/The Barkin Group

Trade Publication Ad -- Series

CLIENT: Dairylea,
Syracuse, N.Y. --
Mark Kenville

AGENCY: Latorra,
Paul & McCann,
Syracuse, N.Y. --
Nicole LeClair,
Andy Collins

MESSAGE:
inform farmers
of the many benefits
of joining
Dairylea
Cooperative and increase membership.

AUDIENCE: Dairy farmers in the Northeast.

MERIT: CoBank/Karen Meyer

NATIONAL FINALISTS:
Case IH Application Equipment/Morgan&Myers
Trouw Nutrition USA/Ron Scherer & Company
Agriliance/Colle + McVoy
Elanco Animal Health/5MetaCom

Trade Publication Ad -- Single

CLIENT: Case IH
Application
Equipment,
Benson, Minn. --
Karen Meuwissen

AGENCY:
Morgan & Myers,
Minneapolis --
Jim Gresham

MESSAGE: Case
IH application
equipment delivers
the finest
machine with the best ride in the business. The new SPX4260 is so
comfortable, you and your operators will keep coming back day after
day, season after season. It's so comfortable, you won't want to leave
it in the field.

AUDIENCE: Custom applicators and ag retailers.

MERIT: Woods Equipment Company/Charleston|Orwig, Inc.

NATIONAL FINALISTS:
Agriliance/Colle + McVoy
CNH Global After Sales
Fort Dodge Animal Health/Latorra, Paul & McCann
Purina Mills, Inc./Osborn & Bart Communications
Aventis CropScience/Rhea & Kaiser Marketing Communications
Bayer Corporation/Valentine Radford, Inc.

Unique Print Advertising

CLIENT:
Monsanto
Company, St.
Louis -- Linda
Arnold Whaley

AGENCY:
Osborn & Barr
Communications,
Clayton, Mo. --
Jeff Whetstine

MESSAGE:
Growers who
have tried
Roundup Ready corn have consistently found it to be a simple,
economical way to get unbeatable weed control.

AUDIENCE: U.S. corn growers.

MERIT: Dow AgroSciences Canada Inc./CHM Communications Inc.

NATIONAL FINALISTS:
Case IH Application Equipment/Morgan&Myers
U.S. Borax, Inc./Charleston|Orwig, Inc.
Caterpillar Agricultural Products, Inc./Rhea & Kaiser Marketing
   Communications
John Deere Ag Marketing Center/In-house
Certified Angus Beef LLC/In-house
BASF/Miller Meester Advertising
Syngenta Crop Protection/Bader Rutter & Associates
Aventis CropScience/Rhea & Kaiser Marketing Communications

Radio -- Single

CLIENT: FMC
Corporation,
Philadelphia --
Shelley Woods-Whiting

AGENCY: The
Martin Agency,
Richmond, Va.
-- Sydney
Norton

MESSAGE:
Position Capture
as the ultimate
protector of corn.

AUDIENCE: Corn growers in the Midwest.

MERIT: Bayer Corporation/Valentine Radford, Inc.

NATIONAL FINALISTS:
Dow AgroSciences/CMF&Z Marketing Communications
Aventis CropScience/Rhea & Kaiser Marketing Communication
FMC Corporation/The Martin Agency
Bayer Corporation/Valentine Radford, Inc.

FMC "Dandruff"

Why not give our corn to the rootworms? They want
it, right? Why not give over our picnics to the ants?
Don't stop there. Let's give our kites to the trees, our
sidewalks to the skateboarders. Hey, here's a good
one. Why not give our hair to dandruff and our life
savings to the lottery? Why don't we give our corn to
the rootworms? Why? Because we don't have to.

Capture insecticide. Just apply it at planting for season-long
control of rootworms and seedling, soil
pests including wireworm, grubs, seed corn beetles,
seed corn maggots and cutworms.

Radio -- Series

CLIENT: FMC
Corporation,
Philadelphia --
Shelley Woods-Whiting

AGENCY: The
Martin Agency,
Richmond, Va.
-- Sydney
Norton

MESSAGE: Build
brand awareness
of new Capture
insecticide by
positioning it as
the ultimate protector of corn.

AUDIENCE: Corn growers in the Midwest.

MERIT: AgStar Financial Services/Colle + McVoy

NATIONAL FINALISTS:
Bayer Corporation/Valentine Radford, Inc.
Syngenta/Colle + McVoy
Case IH Application Equipment/Morgan&Myers
FMC Corporation/The Martin Agency
Bayer Corporation/Valentine Radford, Inc.
Illinois Farm Bureau/In-house

FMC "Why not?"

Why not give our corn to the rootworms? Seriously,
why not? They deserve to eat, too. Why not give our
ice cream to the flies? Hey, while we're at it, we
could hand over our blood to the mosquitoes, our
statues to the pigeons, and our carpets to the mud.
Heck, we could even give the whole planet to the
apes. Yeah! So why don't we give our corn to the
rootworms? Because we don't have to.

Capture insecticide. Just apply it at planting for season-long
control of rootworms and seedling, soil
pests including wireworm, grubs, seed corn beetles,
seed corn maggots and cutworms.

Television -- Single

CLIENT: Bayer
Corporation,
Kansas City, Mo.
-- Stephanie
Gable, Scott
Fleetwood

AGENCY:
AdFarm, Kansas
City, Mo. --
Scott Kurfman,
Warren Fick,
David Li, Sherri
Cooper, Melanie
Wilfong, Colin
Clarke, Susan Lerud

MESSAGE: Everest is the leading herbicide to provide outstanding wild
oat and green foxtail control in wheat.

AUDIENCE: Wheat growers in the northern Plains and the upper Northwest
states.

MERIT: Monsanto Company/Osborn & Barr Communications

NATIONAL FINALISTS:
BASF/Miller Meester Advertising
FMC Corporation/The Martin Agency
American Dairy Association & Dairy Council/Latorra, Paul & McCann
United Soybean Board/Osborn & Barr Communications and Baxter
   Communications
AGCO Corp./Woodruff & Co.
Aventis CropScience/Rhea & Kaiser Marketing Communications

Audio/Visual Presentation -- To Farmers,
Ranchers & Growers

CLIENT: John
Deere Ag
Marketing Center,
Lenexa, Kan. --
Jim Lind

AGENCY:
In-house

MESSAGE: Farm
life entertainment
for John Deere
Day events.

AUDIENCE:
Farmers.

MERIT: John Deere Credit/Osborn & Barr Communications

NATIONAL FINALISTS:
Cotton Council International/National Cotton Council
Caterpillar/Message In Motion
Midwest Dairy Association/In-house
CHS Cooperatives/In-house

Television -- Series

CLIENT: NC+
Hybrids, Lincoln,
Neb. -- Ken
Anderson

AGENCY:
Swanson Russell
Associates,
Lincoln, Neb. --
Jim Matya

MESSAGE: As an
independent seed
company, NC+
Hybrids has both
the freedom and the incentive to make decisions that benefit farmers of
all sizes. To the many farmers who face the challenges of raising grain
on their farms, they are encouraged to stand their ground in the face
of those challenges.

AUDIENCE: Small to large farming operations and NC+ Hybrids dealers and
district managers.

MERIT: BASF/Brighton USA

NATIONAL FINALISTS:
Pioneer Hi-Bred International/McCormick Company
BASF/Miller Meester Advertising
Aventis CropScience/Rhea & Kaiser Marketing Communications
New York State Fair/Latorra, Paul & McCann

Audio/Visual Presentation -- To Dealers,
Distributors & Sales Reps

CLIENT:
Agriliance, Inver
Grove Heights,
Minn. -- Annette
Degnan

AGENCY:
Colle + McVoy,
Minneapolis -- Kenna
Rathai

MESSAGE: To
thank agronomy
production specialists
for all
they have done to make their cooperatives and their customers
successful.

AUDIENCE: Agronomy production specialists -- the group of salespeople
who are hired and recruited by Agriliance, but who are stationed at
local cooperatives throughout the trade areas.

MERIT: Cenex/Colle + McVoy

NATIONAL FINALISTS:
The Catfish Institute/Hollis and Associates
Syngenta Crop Protection/Bader Rutter & Associates
Bayer Corporation/VML
New Holland North American, Inc./Sondra Hanlon Productions
Caterpillar Agricultural Products, Inc./Rhea & Kaiser Marketing
   Communications
Case IH/Morgan&Myers/The Barkin Group
John Deere Ag Marketing Center/Osborn & Barr Communications

Satellite Delivery

CLIENT:
Ohio Seed
improvement
Association,
Dublin, Ohio --
John Armstrong

AGENCY: DTN,
Omaha, Neb. --
Russell Hurst

MESSAGE: To
promote the features,
benefits
and advantages
of high quality Certified soft red winter wheat.

AUDIENCE: Farmers, farm managers and commodity end users.

Digital Presentation

CLIENT:
Monsanto
Company, St.
Louis -- E.J
Coble-Penning

AGENCY:
Osborn & Barr
Communications,
Clayton, Mo. --
Sara Tyler, Jeff
Skubic, Clara
Jacob, Gabi
Schwartz, Jerris
Breslin

MESSAGE: Roundup ProDry is quick to control weeds and quick to mix. A
scientific test shows the product controls weeds 30 percent more
quickly than with a liquid imitator formulation. It turns into a mix in
just three minutes and will not settle out. Other benefits include:
rainfastness in one hour, easier handling and easy clean up.

AUDIENCE: Lawn/landscape professionals and golf course superintendents.
MERIT: Syngenta Crop Protection/Bader Rutter & Associates

NATIONAL FINALISTS:
Elanco Animal Health/5MetaCom
Case IH Application Equipment/Morgan&Myers
FMC Corporation/The Martin Agency
American Seed Trade Association/Issues Ink

Web Advertising Campaign

CLIENT: AgWeb,
King of Prussia,
Pa. -- Peter
Horvath

AGENCY:
In-house

MESSAGE: Win
300 hours of
work from one of
the toughest
tractors in the
ring.

AUDIENCE: Producers with 50+ row-crop acres in a 100-mile radius
surrounding five fall farm shows.

MERIT: New Holland North America, Inc./Maclay & Shoemaker Graphics

NATIONAL FINALISTS:
NC+ Hybrids/Swanson Russell Associates
Syngenta/Colle + McVoy
Schering-Plough Animal Health Corp./Swanson Russell Associates
Rooster.com/Charleston|Orwig, Inc.

Direct Mail -- Farmer Directed -- Single

CLIENT:
Monsanto
Company, St.
Louis -- Linda
Arnold Whaley

AGENCY:
Osborn & Barr
Communications,
Clayton, Mo. --
Carla Werk

MESSAGE:
Maverick controls
a weed, so
your wheat can yield more.

AUDIENCE: Wheat growers of 250+ acres.

MERIT: Bayer Corporation/Valentine Radford, Inc.

NATIONAL FINALISTS:
Valent USA Corporation/Meyocks & Priebe Advertising
BASF/Miller Meester Advertising
Syngenta Crop Protection/RSVP Communications, Inc.
Philip Morris Management Corp. Agricultural Relations/Morgan&Myers
ABS Global, Inc./In-house
Aventis CropScience/Rhea & Kaiser Marketing Communications
Uniroyal Chemical/Fruehling Communications

Direct Mail -- Farmer Directed -- Series

CLIENT:
Mountain Plains
Farm Credit
Services, Greely,
Colo. -- Mike
Flesher

AGENCY:
Armstrong/
Shank, Wichita,
Kan. -- Susan
Armstrong

MESSAGE: To
express appreciation
and invite livestock operators to spend time with the company in a fun,
social setting.

AUDIENCE: Large livestock operations in northern and western Colorado.

MERIT: FMC Corporation/The Martin Agency

NATIONAL FINALISTS:
BASF/Miller Meester Advertising
Bayer Corporation/Valentine Radford, Inc.
Bayer Corporation/AdFarm
New Holland North America, Inc./Hamilton Gregory Advertising, Inc.
BASF/Dudnyk Advertising
John Deere Credit -- Farm Plan/CMF&Z Marketing Communications
Aventis CropScience/Rhea & Kaiser Marketing Communications
Uniroyal Chemical/Fruehling Communications

Direct Mail -- Dealer, Distributor & Sales
Rep Directed -- Series

CLIENT:
Syngenta Crop
Protection,
Greensboro, N.C.
-- Janet
Dinsmore

AGENCY:
Bader Rutter &
Associates,
Brookfield, Wis.

MESSAGE:
Retailers were
encouraged to
complete an online training module for a new Callisto herbicide by
way of various unique mailings. The announcement mailing was sent in a
clear tube and included a useful brush that resembled the flower of the
Callistemon citrinus plant -- where the active ingredient in Callisto
is derived.

AUDIENCE: Chemical sales managers at each dealer within the key
geography where Callisto herbicide will be sold.

MERIT: Dow AgroSciences/Bader Rutter & Associates

NATIONAL FINALISTS:
IMC Global/Bader Rutter & Associates
Agriliance/Colle + McVoy

Direct Mail -- Dealer, Distributor & Sales
Rep Directed -- Single

CLIENT: Farm
Credit Services
of America,
Omaha, Neb. -- Sue
Christensen

AGENCY:
Meyocks &
Priebe
Advertising, West
Des Moines,
Iowa -- Jim
Zumwalt

MESSAGE:
To invite representatives from key banks and financial institutions to
an event, featuring a golf outing in Hilton Head, S.C., to help them
get to know
Farm Credit Services of America better.

AUDIENCE: Banks and financial institutions/organizations that provide
financing for agribusiness.

MERIT: FMC Corporation/The Martin Agency

NATIONAL FINALISTS:
FMC Corporation/The Martin Agency
Kent Feeds/CS&A Marketing Communications
Bayer Corporation/AdFarm
John Deere Ag Marketing Center/In-house
Merial Limited/Rhea & Kaiser Marketing Communications
IMC Global/Bader Rutter & Associates
Syngenta Crop Protection/Bader Rutter & Associates

Multi-media Direct/Targeted Campaign

CLIENT: FMC
Corporation,
Philadelphia -- Shelley
Woods-Whiting

AGENCY: The
Martin Agency,
Richmond, Va.
-- Sydney
Norton

MESSAGE:
Introduce
Gauntlet as a
superior pre-emergence herbicide for wide-spectrum broadleaf weed
control in soybeans.

AUDIENCE: Prospective soybean growers in the Midwest.

MERIT: Syngenta Crop Protection/Bader Rutter & Associates

NATIONAL FINALISTS:
FMC Corporation/The Martin Agency

Outdoor Advertising

CLIENT: Dow
AgroSciences
Canada, Inc.,
Calgary, Alberta
-- Stan Audette

AGENCY:
AdFarm, Calgary,
Alberta -- Ross
Harvey, Glenn
Dawes

MESSAGE: To
increase unaided
brand awareness
that Eclipse provides improved weed control over current standards.

AUDIENCE: Canola growers in western Canada who produce Roundup
Ready canola.

MERIT: Farm Fresh Catfish/Mangan Holcomb Rainwater Culpepper

NATIONAL FINALISTS:
Syngenta Crop Protection/Bader Rutter & Associates
CROPLAN GENETICS/Colle + McVoy

Collateral -- Customer Brochure or Catalog
-- Series

CLIENT: AGCO
Corp., Duluth,
Ga. -- Reid
Hamre

AGENCY:
Woodruff & Co.,
Columbia, Mo.
-- Steve Engle

MESSAGE: To
inform that AGCO
is producing a
whole new line of
tractors engineered
to be superior to any other brand on the market and to encourage
potential buyers to test drive and compare.

AUDIENCE: Current owners and potential buyers of new tractors from
compacts to high horsepower.

MERIT: Merial Limited/Bader Rutter & Associates

NATIONAL FINALISTS:
Seminis Vegetable Seeds/In-house
Agriliance/Colle + McVoy
Caterpillar Agricultural Products, Inc./Rhea & Kaiser Marketing
   Communications
John Deere Ag Marketing Center/In-house
CNH Global After Sales/Mobium Creative Group

Collateral -- Customer Brochure or Catalog
-- Single

CLIENT: Aventis
CropScience,
Research
Triangle Park,
N.C. -- Brian
Ahrens

AGENCY: Rhea &
Kaiser Marketing
Communications,
Naperville, III. -- Brian
Rund

MESSAGE: To
build awareness
and educate about REGENT[R] insecticide's key features and benefits.

AUDIENCE: Corn growers, dealers and influencers.

MERIT: Pharmacia Animal Health/Morgan&Myers

NATIONAL FINALISTS:
BASF/Miller Meester Advertising
New Holland North American, Inc./Hamilton Gregory Advertising, Inc.
Boehringer Ingelheim Vetmedica, Inc./NKH&W, Inc.
Flexi-Coil/AdFarm
Kemin Americas Inc/CMF&Z Marketing Communications
Caterpillar Agricultural Products, Inc./Rhea & Kaiser Marketing
   Communications
Rohm & Haas Canada Inc./CHM Communications Inc.
Caterpillar -- Lexion Combine Division/Swanson Russell Associates

Collateral -- Customer Brochure or Catalog
-- Dealer/Sales

CLIENT: Certified
Angus Beef LLC,
Wooster, Ohio -- Amanda
Wydner

AGENCY:
In-house

MESSAGE:
Creative explanation
of why
Certified Angus
Beef[R] brand is
the best, and the
advantages of
serving Certified Angus Beef[R] entrees to customers.

AUDIENCE: Restaurant operators and their staff of 100 percent Certified
Angus Beef licensed restaurants and foodservice distributors.

MERIT: CNH Global After Sales/Mobium Creative Group

NATIONAL FINALISTS:
Solutions Inc./In-house
Case IH Application Equipment/Morgan&Myers
Dow AgroSciences/Bader Rutter & Associates
Farmland Industries/Osborn & Barr Communications
Aventis CropScience/Rhea & Kaiser Marketing Communications
Bayer Corporation/Valentine Radford, Inc.
BASF/Dudnyk Advertising

Collateral -- Point-of-purchase Material

CLIENT: Purina
Mills, Inc., St.
Louis -- JoAnn
Fraser

AGENCY:
Osborn & Barr
Communications,
Clayton, Mo. -- Lucia
M. Clifton

MESSAGE:
Convey the
importance of
attending the
2001 EES meeting to learn more about equine nutrition and the role it
play in the health of the horse.

AUDIENCE: Horse owners, their families and caretakers.

MERIT: Canadian Foodgrains Bank/AdFarm

NATIONAL FINALISTS:
National Cotton Council/In-house
Wisconsin Milk Marketing Board, Inc./Stephan & Brady, Inc.
Garst Seed Company/Solutions Inc.
CNH Global After Sales/Mobium Creative Group
Crompton Corporation -- Uniroyal Chemical/The Duff Company
American Dairy Association & Dairy Council/Latorra, Paul & McCann
Medal Limited/Bader Rutter & Associates

Collateral -- Exhibit/Display

CLIENT:
Wisconsin Milk
Marketing Board,
Inc., Madison,
Wis. -- Matthew
D. Wilhm

AGENCY:
In-house

MESSAGE:
To promote
Wisconsin
cheese in the
dairy and deli
sections of key retailers.

AUDIENCE: Key retail buyers from supermarket chains nationwide.

MERIT: Syngenta/Exhibit Resources and Exponents NY

NATIONAL FINALISTS:
Farm Credit Services of America/Meyocks & Priebe Advertising
PM Beef Group, LLC/McCormick Company
CHS Cooperatives/Primarius
Cargill Animal Nutrition/David & Associates
Cotton Incorporated/AgriBusiness Communications Group
Summit Plastic Co./Meister Publishing Company
Malcolm Media/In-house
Case IH/Morgan&Myers/The Barkin Group

Collateral -- Premium/Specialty

CLIENT:
Syngenta Crop
Protection,
Greensboro, N.C.
-- Barbara
Blackney

AGENCY: RSVP
Communications,
Inc., Greensboro,
N.C. -- Cyndi
Tew

MESSAGE: To
showcase the
Syngenta products offered for the grape market and provide a timing
chart for applications.

AUDIENCE: California grape growers.

MERIT: Case IH/Morgan&Myers/The Barkin Group

NATIONAL FINALISTS:
Seminis Vegetable Seeds/in-house
Purina Mills, Inc./Osborn & Barr Communications
Malcolm Media/In-house
Schering-Plough Animal Health Corp./Swanson Russell Associates
Illinois Farm Bureau/In-house
Agriliance/Colle + McVoy
Pfizer Animal Health/Colle + McVoy
Syngenta Crop Protection/Bader Rutter & Associates

Advertising to Agribusiness -- Direct
Mail/Media Kit

CLIENT: Malcolm
Media, Clovis,
Calif. -- Dan
Malcolm

AGENCY:
In-house

MESSAGE: To
show why advertising
with
Malcolm Media
could be the best
value for the
advertising dollar
as Malcolm Media reaches more growers than competing publications.

AUDIENCE: Advertisers and advertising agencies in the ag field.

MERIT: Colle + McVoy/In-house

NATIONAL FINALISTS:
Porter & Associates/In-house
Hoard's Dairyman magazine/Nelson Schmidt
Grant Heilman Photography/In-house
Charleston|Orwig, Inc./In-house
Vance Food Systems Group/Welsh Group

Advertising to Agribusiness -- Ad

CLIENT:
Charleston|
Orwig, Inc.,
Hartland, Wis. -- Lynn
Balinas

AGENCY:
In-house

MESSAGE: At
Charleston|
Orwig, you'll get
better thinking.
We hire only the
smartest people
-- experienced marketing communications professionals who know how
to outthink your competition. And that results in a strong return on
your marketing communications investment.

AUDIENCE: Agribusiness client prospects who want to outthink their
competition, not outspend them.

MERIT: Meyocks & Priebe Advertising/In-house

NATIONAL FINALISTS:
Malcolm Media/In-house
DTN/David & Associates
High Plains Journal/In-house
Farm Press/Good Advertising
Meyocks & Priebe Advertising/In-house

Advertising to Agribusiness -- Web

CLIENT: AdFarm,
Kansas City, Mo.
-- Scott
Kurfman, Colin
Clarke, Susan
Lerud, Sherri
Cooper, Jayne
Dow, Jen
Mostad, Nicole
Pittman, Glenn
Dawes, Roger
Reierson, Ross
Harvey

AGENCY:
In-house

MESSAGE: AdFarm is a communications agency that is "crazy about
farming."

AUDIENCE: Agribusiness organizations in North America.

MERIT: Carolinas/Virginia Chapter of the National Agri-Marketing
Associaton/ProfitableFarming.com Corporation

NATIONAL FINALISTS:
Malcolm Media/In-house
Biggs/Gilmore Communications/In-house
Michigan Farm News/In-house
AdFarm/In-house

Advertising to Agribusiness -- Campaign

CLIENT: National
Association
of Farm
Broadcasters,
St. Paul, Minn.
-- Steve Pearson

AGENCY:
Wernimont &
Paullus, Cedar
Rapids, Iowa -- Greg
Paullus,
Brett Medema,
Shelley Kingrey

MESSAGE: Radio is an important medium for reach as well as frequency.

AUDIENCE: Agrimarketing media decision makers.

MERIT: Porter & Associates/in-house

NATIONAL FINALISTS:
AgWeb/Hamilton Gregory Advertising, Inc.
Farm Journal Corporation/In-house
Malcolm Media/In-house
Charleston|Orwig, Inc./In-house

Overall Public Relations Program

CLIENT:
Syngenta,
Greensboro, N.C.
-- Kay Carter

AGENCY:
Colle + McVoy,
Minneapolis -- Myrna
Krueger

MESSAGE: The
campaign was to
create awareness
and relief of rural
hunger, and
introduce Syngenta as a company dedicated to agriculture and "better
food, better world."

AUDIENCE: U.S. and Canadian growers with $100,000+ gross income.

MERIT: Rooster.com/Charleston|Orwig, Inc.

NATIONAL FINALISTS:
IMC Feed Ingredients/Charleston|Orwig, Inc.
Bayer Corporation/Valentine Radford, Inc. and VML
Farm Credit Services of Wisconsin/Meyocks & Priebe Advertising
BASF/Brighton USA
BASF/Dudnyk Advertising
Bayer Corporation/Valentine Radford, Inc.

Advertising to Agribusiness -- Premium/Specialty

CLIENT: John
Deere, Lenexa,
Kan.-- Pam
Barry, Barry
Nelson

AGENCY:
Osborn & Barr
Communications,
Kansas City, Mo.
-- Donna Taylor,
J.C. Thorpe

MESSAGE:
Technology
leadership

AUDIENCE: Agricultural media, industry influencers and agribusiness.

MERIT: AdFarm/In-house

NATIONAL FINALISTS:
Malcolm Media/in-house
Charleston|Orwig, Inc./In-house

Media Relations Program

CLIENT: Pioneer
Hi-Bred
International,
Johnston, Iowa
-- Jerry
Harrington

AGENCY:
Meyocks &
Priebe
Advertising, West
Des Moines,
Iowa -- Dee
Weeda

MESSAGE: Pioneer Hi-Bred International, Inc. is the leading source for
valuable agronomic and nutrition information by providing useful,
non-commercial information, and an expert resource for the agricultural
media.

AUDIENCE: Agricultural media.

MERIT: Case IH/Morgan&Myers/The Barkin Group

NATIONAL FINALISTS:
Boehringer Ingelheim Vetmedica, inc./NKH&W, Inc.
Caterpillar Agricultural Products, Inc./Rhea & Kaiser Marketing
   Communications
Bayer Corporation/Valentine Radford, inc.
Aventis CropScience/Rhea & Kaiser Marketing Communications
Syngenta/Colle + McVoy

Public Affairs/Issues Management Program

CLIENT:
Agriliance, Inver
Grove Heights,
Minn. -- Annette
Degnan

AGENCY: Colle +
McVoy,
Minneapolis -- Kenna
Rathai

MESSAGE: The
campaign created
awareness of
cause and effect
of rapid run-up in natural gas prices on nitrogen fertilizer prices,
and provided cooperative customers with solid economic and agronomic
analyses of the price increase scenario.

AUDIENCE: Local cooperative management, agronomy department managers
and U.S. producers.

MERIT: DuPont Ag Enterprise/Clear Window Multimedia, A Meister
Company

NATIONAL FINALISTS:
Bayer Corporation/Valentine Radford, Inc.

Producer-funded Public Relations
Campaigns to Consumer Audiences

CLIENT: The
Catfish Institute,
Belzoni, Miss. -- Henry
Gantz

AGENCY:
Fleishman-Hillard,
Kansas
City, Mo. -- Jamie
Greenheck, Steve
Dubinsky, Sun
Dee Mills, Kristi
Thompson,
Tammy Shy, Lisa
Brooks

MESSAGE: U.S. Farm-Raised Catfish is the most controlled, highest
quality and most consistent fish available; U.S. Farm-Raised Catfish
is a quick-and-easy, healthful meal solution; U.S. Farm-Raised Catfish
is versatile and can be used in a wide array of flavor applications and
cooking methods.

AUDIENCE: Women -- primary grocery shoppers -- and current catfish
users.

MERIT: California Tree Fruit Agreement/Rhea & Kaiser Marketing
Communications

NATIONAL FINALISTS:
Wisconsin Milk Marketing Board/Stephan & Brady, Inc.
National Watermelon Promotion Board/In-house

Producer-funded Public Relations Program
to Ag Audiences

CLIENT: Iowa
Soybean
Promotion
Board,
Urbandale, Iowa
-- Karen
Anderson-Schank

AGENCY:
Communication
Insight,
Urbandale, Iowa
-- Gary Usovsky

MESSAGE:
Increase the number of fuel distributors offering soy biodiesel and
requesting information about soy biodiesel.

AUDIENCE: Iowa fuel distributors.

News or Feature Article -- Trade

CLIENT: Iowa
Soybean
Promotion
Board,
Urbandale, Iowa

AGENCY:
Communication
Insight,
Urbandale, Iowa
-- Jo Patterson

MESSAGE:
Inform Iowa soybean
farmers of
an exciting new partnership between the Iowa Soybean Promotion Board
(ISPB) and the NASA Food Technology Commercial Space Center (FTCSC)
at Iowa State University.

AUDIENCE: 50,000 Iowa soybean farmers, agribusinesses and media who
receive the Iowa Soybean Review magazine.

MERIT: Farm Credit Services of Wisconsin/Meyocks & Priebe Advertising

NATIONAL FINALISTS:
Aventis CropScience/Rhea & Kaiser Marketing Communications
BASF/Dudnyk Public Relations
CHS Cooperatives/Colle + McVoy
Dow AgroSciences/Bader Rutter & Associates
Farmland industries, Inc. Corporate Communications/In-house
Dairy Management Inc./CMF&Z Marketing Communications

Persuasive Writing -- Speech/Op Ed

CLIENT: Dairy
Management
Inc., Rosemont,
Ill. -- David
Pelzer

AGENCY: CMF&Z
Marketing
Communications,
Oswego, Ill. -- Jennifer
Wing

MESSAGE: To
inform dairy producers
how their
checkoff dollars are working to increase dairy product demand and
consumption; managing and improving diary's image; and ensuring
consumer confidence in the dairy industry.

AUDIENCE: More than 14,000 dairy producers and readers of Western
DairyBusiness.

MERIT: Pioneer Hi-Bred International/Meyocks & Priebe

NATIONAL FINALISTS:
Malcolm Media/In-house
CHS Cooperatives/Colle + McVoy
Dow AgroSciences/In-house
CropVerifeye/Osborn & Barr Communications
Monsanto Company/Osborn & Barr Communications

Event -- Single Day

CLIENT: The
National Arbor
Day Foundation,
Lincoln, Neb. -- Michelle
Scribner

AGENCY:
Fleishman-Hillard,
Kansas
City, Mo -- Dan
Barber, Scott
McClure, Brian
Cox, John
O'Connell, Cori
Cornelison, Dean
Loftis

MESSAGE: Increase awareness of The National Arbor Day Foundation and
influence lawmakers to introduce legislation to officially designate
"America's Choice for a National Tree" as a national symbol.

AUDIENCE: Influencers and the American public.

MERIT: Rooster.com/Charleston|Orwig, Inc.

NATIONAL FINALISTS:
Riverside Grange/Rocky Mountain Marketing Communications, Inc.
Bayer Corporation/AdFarm
CHS Cooperatives/Colle + McVoy
DuPont Crop Protection/Rowland Communications Worldwide
Case IH/Morgan&Myers/The Barkin Group

News Release

CLIENT:
Farmland
Industries, Inc.
Corporate
Communications,
Kansas City, Mo
-- Sherlyn
Manson

AGENCY:
In-house

MESSAGE:
Explain to
Monmouth, Ill.,
workers and residents that an overall wage increase includes adding
to the wages of those with the hardest jobs, while cutting the wages
of 25 percent of the workforce.

AUDIENCE: Residents and city leaders of Monmouth, Ill., home of a
Farmland pork plant.

MERIT: Pharmacia Animal Health/Morgan&Myers

NATIONAL FINALISTS:
BASF/Miller Meester Advertising
Aventis CropScience/Rhea & Kaiser Marketing Communications
Mycogen Seeds/Bader Rutter & Associates
Monsanto Company/Osborn & Barr Communications
BASF/Brighton USA
Dairy Management Inc./CMF&Z Marketing Communications

Event -- More Than One Day

CLIENT: BASF
Corporation,
Research
Triangle Park,
N.C. -- Rebecca
Teets

AGENCY:
Brighton USA,
Clayton, Mo. -- Deron
Johnson

MESSAGE: To
secure a position
of at least a
dozen of the nation's wheat industry leaders; make the Wheat
Ambassador Program a "BASF event" in the minds of participating
Ambassadors; and raise awareness of BASF brands among each
Ambassador.

AUDIENCE: State wheat leaders and wheat media.

MERIT: Pro Farmer and John Deere/Osborn & Barr Communications

NATIONAL FINALISTS:
Farm Journal Electronic Media/In-house
Merial/Bader Rutter & Associates
Certified Angus Beef LLC/In-house
Bayer Corporation/AdFarm
Case IH/Morgan&Myers/The Barkin Group
Bayer Corporation/Valentine Radford, Inc.
Seminis Vegetable Seeds/In-house

Company & Association Newsletter -- Directed
to Farmers, Ranchers & Growers

CLIENT: Dow
AgroSciences,
Indianapolis -- Brent
Stauffacher

AGENCY: Bader
Rutter &
Associates,
Brookfield, Wis.
-- Erik Johnson

MESSAGE: The
Steward supports
communications
objectives across
Dow AgroSciences' entire product offering in its northern range and
pasture market.

AUDIENCE: 50+ beef cow operations, the dealer/distribution channel,
public land management agencies, land grant universities and other
influencers.

MERIT: Delta and Pine Land/Mangan Holcomb Rainwater Culpepper

NATIONAL FINALISTS:
Iowa Soybean Promotion Board/Communication Insight
Cotton Council International/DCA/DCPR, LLC
Gustafson LLC/The Duff Compay
Michigan Farm News/In-house
New Holland North America, Inc./Fitz Associates

External Company & Association -- Magazine

CLIENT: Cenex
Harvest States -- Land
O'Lakes,
Inver Grove
Heights, Minn.
-- Steve Richter

AGENCY:
Colle + McVoy,
Minneapolis -- Cynthia
Clanton

MESSAGE:
Cooperative
Partners communicates
timely and innovative agricultural trends and practices; positions
Cenex Harvest States-Land O'Lakes affiliated co-ops as reliable
sources of quality products, services and technology; and promotes
the advantages of doing business cooperatively.

AUDIENCE: 32,000 Class 1A producers in 23 states.

MERIT: Case IH/Cygnus Business Media

NATIONAL FINALISTS:
Dow AgroSciences Canada, Inc./AdFarm
John Deere/In-house
California Dairy Herd Improvement Association/Malcolm Media
New Holland North America, Inc./In-house
Caterpillar Agricultural Products, Inc./Northbrook Publishing
Iowa Soybean Association/Communication Insight

Company & Association Newsletter -- Directed
to Dealers, Distributors, Sales
Reps, Veterinarians, Etc.

CLIENT: Purina
Mills, Inc., St.
Louis -- JoAnn
Fraser

AGENCY:
Osborn & Barr
Communications,
Clayton, Mo. -- Robin
Miller

MESSAGE:
Equine Report
communicates to
dealers marketing
ideas, and new Purina Mills product information and research.

AUDIENCE: 4,500 Purina Mills equine product dealers.

MERIT: Monsanto Company/Osborn & Barr Communications

NATIONAL FINALISTS:
New Holland North America, Inc./MDS Group
Pioneer Hi-Bred International/McCormick Company
Mycogen Seeds/Bader Rutter & Associates

Internal Company Publication

CLIENT: Cenex
Harvest States -- Land
O'Lakes,
Inver Grove
Heights, Minn.
-- Jessica
Lamker

AGENCY:
Colle + McVoy,
Minneapolis -- Cynthia
Clanton

MESSAGE:
Publication promotes
and communicates local co-op growth and profitability, enhanced
customer service, and the benefits of belonging to a strong
cooperative system.

AUDIENCE: 13,000 farmer-directors of affiliated cooperatives.

MERIT: Farmland Industries, Inc. Corporate Communications/In-house

NATIONAL FINALISTS:
National FFA Organization/Mobium Creative Group
Cenex Harvest States -- Land O'Lakes/Colle + McVoy
Bayer Corporation/Valentine Radford, Inc.

Company Publication -- Annual Report

CLIENT:
Farmland
Industries, Inc.
Corporate
Communications,
Kansas City, Mo.
-- Sherlyn
Manson, David
Eaheart, John
Haake

AGENCY:
In-house

MESSAGE:
Annual Report communicates Farmland's commitment to the independent
agricultural producer.

AUDIENCE: 1,700 member cooperatives that own Farmland.

MERIT: Dairy Management Inc./CMF&Z Marketing Communications

NATIONAL FINALISTS:
Mississippi Chemical Corporation/Maris, West and Baker
Cattlemen's Beef Board/National Cattlemen's Beef Association
Southern States Cooperative, Inc./In-house
Cooperative Credit Company/Paulsen Marketing Communications
CHS Cooperatives/Colle + McVoy
Foremost Farms USA/Meyocks & Priebe Advertising

Television News

CLIENT: Dairy
Management
Inc., Rosemont,
Ill. -- Mike
Braden, Jennifer
Wing

AGENCY: CMF&Z
Marketing
Communications
& Baxter
Communications,
Indianapolis -- Marianne
Rodrigues,
Brian Baxter

MESSAGE: The Dairy Checkoff Report informed dairy producers of the
dairy checkoff's efforts to maintain and enhance the positive image
of dairy producers, and their efforts in milk quality and safety,
animal care, and environmental stewardship.

AUDIENCE: Dairy producers and others who pay the national dairy
checkoff.

MERIT: Kent Feeds/CS&A Marketing Communications

NATIONAL FINALISTS:
Aventis CropScience/Rhea & Kaiser Marketing Communications
Cotton Council International/National Cotton Council
John Deere Ag Marketing Center/In-house
National Corn Growers Association/Valentine Radford, Inc.

Radio/Audio News

CLIENT: National
Watermelon
Promotion
Board, Orlando,
Fla. -- Samantha
Winters

AGENCY:
In-house

MESSAGE:
Watermelon is
high in lycopene,
which may help
reduce the risk of
certain types of
cancer.

AUDIENCE: U.S. consumers.

MERIT: DuPont Crop Protection/Rowland Communications Worldwide

NATIONAL FINALISTS:
DuPont Crop Protection/Rowland Communications Worldwide
Flexi-Coil/AdFarm
Caterpillar Agricultural Products, Inc./Rhea & Kaiser Marketing
   Communications
Kent Feeds/CS&A Marketing Communications
Texas State Network/In-house

Electronic Publication

CLIENT: Cenex
Harvest States -- Land
O'Lakes,
Inver Grove
Heights, Minn.
-- Jessica
Lamker

AGENCY:
Colle + McVoy,
Minneapolis -- Cynthia
Clanton

MESSAGE:
Online magazine
supports the divisions of the cooperative system and expands on
information provided in the printed Cooperative Partners magazine.

AUDIENCE: Farmers, ranchers and rural residents within the trade
area served by CHS Cooperatives, Land O'Lakes and Farmland Industries.

MERIT: National Crop Insurance Services, Inc./In-house

NATIONAL FINALISTS:
CoBank/In-house

Web Site -- Directed to Farmers

CLIENT: Bayer
Corporation, Kansas
City, Mo. -- Renee
Holmes

AGENCY: VML,
Kansas City, Mo. -- Carrie
Snodgrass

MESSAGE:
Bayerprocentral.com
provides a central
location where
Bayer can promote
its products, programs
and promotions to customers.

AUDIENCE: Lawn care professionals and golf course
superintendents.

MERIT: Gustafson LLC/McCormick Company

NATIONAL FINALISTS:
Malcolm Media/In-house
Agriliance/Colle + McVoy
AgriAmerica/In-house
Uniroyal Chemical/Fruehling Communications
IMC Global/Bader Rutter & Associates
BASF/Miller Meester Advertising

Companion Animal Advertising Campaign

CLIENT:
VetConnect, Eau
Claire, Wis. -- Dr.
Roy Pollack

AGENCY:
Colle + McVoy,
Minneapolis -- Annette
Bertelsen

MESSAGE:
VetConnect
online veterinary
services help you
solve your most
challenging cases.

AUDIENCE: Progressive veterinarians.

MERIT: Fort Dodge Animal Health/Latorra, Paul & McCann

Web Site -- Directed to Consumers

CLIENT: North
Carolina Sweet
Potato
Commission,
Inc., Smithfield,
N.C. -- Sue
Johnson-Langdon

AGENCY:
AgriBusiness
Communications
Group, Carrboro,
N.C. -- Jim
Haskins, Lou
Dalmaso, Gwenn Mangine

MESSAGE: Web site promotes the nutritional benefits of sweet potatoes
to a more health-conscious public -- not just during holidays, but
all year long.

AUDIENCE: U.S. consumers.

MERIT: Missouri State Fair/Callis & Associates

Turf & Ornamental Advertising Campaign

CLIENT:
ProSource One,
Memphis, Tenn.
-- Tim Witcher

AGENCY:
Chandler Ehrlich,
Memphis, Tenn.

MESSAGE:
Campaign positions
ProSource
One as the
people bringing
more green
(ie money, growth, color) to the audience's business.

AUDIENCE: Turf and ornamental professionals, specifically the manager
or purchaser of specialty products.

MERIT: Nu-Gro Technologies, Inc./Biggs/Gilmore Communications

Companion Animal Public Relations
Campaign

CLIENT: The
lams Co.,
Dayton, Ohio -- Lara
Strazdin

AGENCY:
Fleishman-Hillard,
Kansas
City, Mo. -- Shelly
Kessen,
Janell Aust,
Rhonda Brooks,
Derek Thoman,
Erin Kretzschmar

MESSAGE: Show the effectiveness of Senior Plus in maintaining
healthy, flexible joints in senior pets.

AUDIENCE: Veterinarians.

MERIT: Pfizer Animal Health/Colle + McVoy

Companion Animal Print Advertising

CLIENT: Ralston
Purina, St. Louis
-- Dr. Grace
Long

AGENCY:
Colle + McVoy,
Minneapolis -- Jennifer
Grove,
Annette Bertelsen

MESSAGE:
Purina Veterinary
Diets EN brand
Canine Formula
is a significant advancement in the management of gastrointestinal
distress; Purina provides a healthy way to manage pet weight loss
by allowing fat loss while maintaining lean body mass; Purina has
a new line of revolutionary therapeutic diets offering many firsts
for therapeutic pet care.

AUDIENCE: Small animal veterinarians.

MERIT: Medal Limited/Rhea & Kaiser Marketing Communications

Turf & Ornamental Public Relations
Campaign

CLIENT: Dow
AgroSciences,
Indianapolis -- Martin
Posset

AGENCY: Bader
Rutter &
Associates,
Brookfield, Wis.
-- Jackie Costa

MESSAGE: To
maintain preference
for and create awareness of Dow AgroSciences products as well as to
educate readers and keep them up-to-date on product news.

AUDIENCE: Professional turf/landscape managers; ornamental producers.

MERIT: Bayer Corporation/Valentine Radford Communications

Turf & Ornamental Print Advertising

CLIENT:
ProSource One,
Memphis, Tenn.
-- Tim Witcher

AGENCY:
Chandler Ehrlich,
Memphis, Tenn.

MESSAGE:
Campaign positions
ProSource
One as the people
bringing
more green (ie
money, growth, color) to the audience's business.

AUDIENCE: Turf and ornamental professionals, specifically the manager
or purchaser of specialty products.

MERIT: Dow AgroSciences/Bader Rutter & Associates

Companion Animal Broadcast Advertising

CLIENT: Pfizer Animal Health, New York, N.Y. -- Eric Schreiber

AGENCY: Colle + McVoy, Minneapolis -- Molly Carson

MESSAGE: To help pet owners recognize the signs of osteoarthritis
(OA) pain their dog may be feeling and encourage immediate treatment.

AUDIENCE: Women age 25 to 54 with a household income of $40,000+ and at
 least one dog.
MERIT: Fort Dodge Animal Health/Latorra, Paul & McCann