Best of NAMA.

MULTIPLE AWARD FIRST-PLACE WINNERS

COMPANIES                                             TOTAL AWARDS

Syngenta Crop Protection                                         6
John Deere Ag Marketing Center                                   4
Pharmacia Animal Health                                          3
Dow AgroSciences                                                 3
Merial                                                           3
Pioneer Hi-Bred International Inc                                3
Valent U.S.A                                                     3
Altria Corporate Services Inc                                    2
Latham Seeds                                                     2
American Argus Association                                       2
United Soybean Board                                             2
Bayer Environmental Sciences                                     2
BASF                                                             2

AGENCIES                                              TOTAL AWARDS

Martin|Williams                                                  6
Osborn & Barr Communications                                     6
Morgan&Myers                                                     4
Rhea & Kaiser Marketing Communications                           4
AdFarm                                                           3
McCormick Company                                                3
Bader Rutter & Associates                                        3
archer>malmo                                                     3
Latorra, Paul & McCann                                           2
The Meyocks Group                                                2
David & Associates                                               2
NKH&W Inc                                                        2
VML Inc                                                          2
Charleston|Orwig Inc                                             2
Fleishman-Hillard International Communications                   2
Colle + McVoy                                                    2

BEST OF SHOW--ADVERTISING

CLIENT: Pharmacia Animal Health, Kalamazoo, Mich.--Chris
Roeder/Forrest Roberts

AGENCY: Morgan&Myers, Jefferson, Wis.--Karen Potratz

MESSAGE: Eazi-Breed CIDR is a new tool that enhances
cattle breeding programs by achieving higher pregnancy
rates.

AUDIENCE: Primary: Veterinarians, Al company representatives
and university extension personnel. Secondary: Beef
and dairy cattle producers.

BEST OF SHOW--PUBLIC RELATIONS

CLIENT: Altria Corporate Services Inc., Richmond, Va.--Katherine
Trent

AGENCY: Morgan&Myers, Jefferson, Wis.--Judy Rupnow

MESSAGE: Altria is committed to working with agricultural
leaders on issues that affect both farmers and Altria.

AUDIENCE: Primary: Agricultural leaders defined as influential
or politically minded farmers and ranchers who serve
on national, state or regional ag or commodity boards.
Secondary: Active commercial farmers, between 27 and
60 years old, meeting minimum requirements for the size
of the operations, and industry influencers.

BEST OF SHOW--SPECIALTY

CLIENT: Pfizer Antibiotics, New York, N.Y.--Lauren
Sandback/Dave Cahill

AGENCY: Colle + McVoy, Minneapolis, Minn.--Nicole
Engles

MESSAGE: Pfizer's AIF lines (primarily Zeniquin and
Clavamox) cure your toughest infections.

AUDIENCE: Companion animal veterinarians.

Local Multimedia Campaign

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

AGENCY:
In-house

MESSAGE:
Visit your local
AGCO dealer to
learn more about
their tractor support
traditions
and the new line
of AGCO compact tractors--a line backed by all the heritage of the
AGCO dealer and AGCO tractor brand.

AUDIENCE: Local customers of AGCO ST Series Compact Tractors who
elect to order the kit and participate in the sales promotion campaign
locally.

MERIT: Cargill Animal Nutrition/IntroBang! Inc.

NATIONAL FINALISTS:
Arvesta Corporation/Woodruff Communications
Syngenta Crop Protection/Martin/Williams
Kansas Wheat Commission/Armstrong|Shank
LG Seeds/Simantel
New Holland North America/Hamilton Gregory Advertising Inc.
Delta King Seed/Mangan Holcomb Rainwater Culpepper
Schering-Plough Animal Health Corp./Swanson Russell Associates

National Multimedia Campaign

CLIENT:
Syngenta Crop
Protection,
Greensboro, N.C.
--Kim Dawson

AGENCY:
Martin|Williams,
Minneapolis--Dave
Hepp

MESSAGE: Bicep
II MAGNUM is
the proven performer,
keeping your fields clean with its wide range of grass and broadleaf
weed control.

AUDIENCE: 250+ corn and soybean growers in the 12 North Central states.

MERIT: Pfizer-Cattle Biologicals/Charleston|Orwig Inc.

NATIONAL FINALISTS:
National FFA Organization/Bader Rutter & Associates
New Holland North America/TreeTop Communications/Regas Design
Valent U.S.A. Corporation/archer>malmo (2)
Elanco Animal Health/5MetaCom
New Holland North America/Colle + McVoy

Regional Multimedia Campaign

CLIENT:
Syngenta Crop
Protection,
Greensboro, N.C.
--David Pinon

AGENCY:
Martin|Williams,
Minneapolis--Dave
Hepp

MESSAGE:
Discover provides
consistently
better control
of wild oats in spring wheat.

AUDIENCE: Spring wheat and durum growers in the Red River Valley,
Pacific Northwest and Golden Triangle.

MERIT: Syngenta Crop Protection/Martin|Williams

NATIONAL FINALISTS:
Merial Canada/Bader Rutter & Associates
John Deere
Pharmacia Animal Health/Rhea & Kaiser Marketing Communications/
   Morgan&Myers
PotashCorp/Fergus/Peters Group
AGCO Corporation
BASF/Dudnyk Advertising & Public Relations
Syngenta Crop Protection/Martin|Williams

New Product Introduction

CLIENT:
Pharmacia
Animal Health,
Kalamazoo, Mich.
--Chris Roeder/
Forrest Roberts

AGENCY:
Morgan&Myers,
Jefferson, Wis.
--Karen Potratz

MESSAGE:
Eazi-Breed CIDR
is a new tool that
enhances cattle breeding programs by achieving higher pregnancy rates.

AUDIENCE: Primary: Veterinarians, Al company representatives and
university extension personnel. Secondary: Beef and dairy cattle
producers.

MERIT: Pfizer-Anti-Infectives/Charleston|Orwig Inc.

NATIONAL FINALISTS:
John Deere Ag Marketing Center
United Soybean Board/Osborn & Barr Communications
Syngenta Crop Protection/Gibbs & Soell
BASF/Dudnyk Advertising & Public Relations
Land O'Lakes Animal Milk Products Company/Charleston|Orwig Inc.
Crompton/Uniroyal Chemical/Fruehling Communications
Boehringer Ingelheim Vetmedica Inc./SOLUTIONS INC.
Valent U.S.A. Corporation/archer>malmo

Producer-funded Advertising Campaigns

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

AGENCY: Latorra,
Paul & McCann,
Syracuse, N.Y.--Bob
Ripley,
Maysel Markham
and Andy Collins

MESSAGE:
Milk is a better choice than sugary sodas or juice drinks, and it
doesn't have to be boring. Milk is available here in the school
cafeteria in several different fun flavors.

AUDIENCE: Junior and senior high school students in New York, New
Jersey and Pennsylvania.

MERIT: Almond Board of California/Ketchum Public Relations

NATIONAL FINALISTS:
North Carolina Pork Council Inc./Lewis Advertising
United Soybean Board/Osborn & Barr Communications
Wisconsin Milk Marketing Board/Gunter Advertising (2)
American Dairy Association & Dairy Council/Latorra, Paul & McCann

Spreads--Single

CLIENT: Valmont
Irrigation, Valley,
Neb.--Kim
Lang

AGENCY: Ayres
Kahler, Lincoln,
Neb.--Mick
Sibbel

MESSAGE:
Valmont delivers
proven, long-term
performance
in the field.

AUDIENCE: Farmers using or considering irrigation.

MERIT: Pharmacia Animal Health/Rhea & Kaiser Marketing
Communications

NATIONAL FINALISTS:
Syngenta Crop Protection/Martin/Williams (2)
Pioneer Hi-Bred International Inc./McCormick Company
New Holland North America/Hamilton Gregory Advertising Inc.
John Deere/Osborn & Barr Communications
BASF Canada/Quarry Integrated Communications Inc.
Valent U.S.A. Corporation/archer>malmo

Company-funded, Consumer, directed
Activities

CLIENT: New
York State Fair,
Syracuse, N.Y.

AGENCY: Latorra,
Paul & McCann,
Syracuse, N.Y.--Sam
Bregande
and Chris
Pinckney

MESSAGE:
Come to the
Great New York
State Fair. It's
beyond spectacular!

AUDIENCE: General public in New York state.

MERIT: American Farm Bureau Federation

NATIONAL FINALIST:
World Dairy Expo/Charleston|Orwig Inc.

Spreads--Series

CLIENT:
Syngenta Crop
Protection,
Greensboro, N.C.
--Kim Dawson

AGENCY:
Martin|Williams,
Minneapolis--Dave
Hepp

MESSAGE: Bicep
II MAGNUM is
the proven performer,
keeping your fields clean with its wide range of grass and broadleaf
weed control.

AUDIENCE: 250+ corn and soybean growers in the 12 North Central states.

MERIT: Case IH application equipment/Morgan&Myers

NATIONAL FINALISTS:
Syngenta Crop Protection/Martin|Williams
John Deere Ag Marketing Center
Bayer CropScience/Rhea & Kaiser Marketing Communications (2)
Golden Harvest Seeds Inc./Stephens & Associates
The ARM & HAMMER Animal Nutrition Group/Charleston|Orwig Inc.

Single-page Ad--Single

CLIENT:
Syngenta Crop
Protection,
Greensboro, N.C.
--Mary Demers

AGENCY:
Martin/Williams,
Minneapolis--Terri
Omdahl

MESSAGE:
Proclaim is your
insect management
tool. It is
like a large craftsman wrench, powerful and dependable. It can handle
just about any worm problem without compromising. It is meticulous and
detail oriented.

AUDIENCE: Progressive growers of head lettuce, celery and head and stem
brassica in California, Arizona and Florida.

MERIT: Pioneer Hi-Bred International Inc./McCormick Company

NATIONAL FINALISTS:
AgriGator Inc./Fruehling Communications
Syngenta Crop Protection/Martin|Williams (2)
Pioneer Hi-Bred International Inc./McCormick Company
American Angus Association/NKH&W Inc.
Dow AgroSciences/Bader Rutter & Associates
Wellmark Intl./Nelson Schmidt
DuPont Crop Protection/Saatchi & Saatchi Rowland
BASF Canada/Quarry Integrated Communications Inc.

Less-than-page Ad--Single

CLIENT: Latham
Seeds, Alexander,
Iowa--John
Latham

AGENCY: The
Meyocks Group,
West Des
Moines, Iowa--Darin
Leach

MESSAGE:
Latham is the
only seed company
whose business is 100 percent soybeans.

AUDIENCE: Soybean growers in Iowa, Minnesota, Wisconsin, Nebraska and
South Dakota.

MERIT: Foremost Farms USA/The Meyocks Group

NATIONAL FINALISTS:
Valent U.S.A. Corporation/archer>malmo (2)
Latham Seeds/The Meyocks Group
Pfister Hybrid Corn Company/CS&A Marketing Communications
Lindsay Mfg. Co./Swanson Russell Associates
John Deere Ag Marketing Center

Single-page Ad--Series

CLIENT:
Syngenta Crop
Protection,
Greensboro, N.C.
--David Pinon

AGENCY:
Martin|Williams,
Minneapolis--Dave
Hepp

MESSAGE:
NorthStar protects
young corn
from weeds in its
most crucial stage of development.

AUDIENCE: 250+ corn and soybean growers in the 12 North Central states.

MERIT: National FFA Organization/Bader Rutter & Associates

NATIONAL FINALISTS:
Syngenta Crop Protection/Martin|Williams (2)
Crompton/Uniroyal Chemical/Fruehling Communications
American Angus Association/NKH&W Inc.
Pfizer-Cattle Biologicals/Charleston|Orwig Inc.
Golden Harvest Seeds Inc./Stephens & Associates
Malcolm Media--Ag Publishing
Wisconsin Farm Credit System/The Meyocks Group
Fort Dodge Animal Health/Latorra, Paul & McCann
Altria Corporate Services Inc./Morgan&Myers

Less-than-page Ad--Series

CLIENT: Latham
Seeds, Alexander,
Iowa--John
Latham

AGENCY: The
Meyocks Group,
West Des
Moines, Iowa--Darin
Leach

MESSAGE:
Latham is the
only seed company
whose business is 100 percent soybeans.

AUDIENCE: Soybean growers in Iowa, Minnesota, Wisconsin, Nebraska and
South Dakota.

MERIT: Foremost Farms USA/The Meyocks Group

NATIONAL FINALISTS:
John Deere Ag Marketing Center
Deere & Company/Wernimont & Paullus
New Holland North America/Hamilton Gregory Advertising Inc.
Pfister Hybrid Corn Company/CS&A Marketing Communications
John Deere

Black & White Print Ads

CLIENT:
John Deere Ag
Marketing Center,
Lenexa, Kan.--Mike
Gustafson

AGENCY:
Osborn & Barr
Communications,
Kansas City, Mo
--Patty Jolliffe,
Kevin Fullerton
and Pete Cook

MESSAGE:
John Deere is the official supplier of agricultural equipment to the
NTRA and truly supports the racing industry as a whole, from the fans
to the owners/breeders and from the farms to the race tracks.

AUDIENCE: NTRA Race Day spectators as well as Thoroughbred owners,
breeders, jockeys and farm managers who derive 100 percent of their
income from the Thoroughbred equine and racing industry.

MERIT: HYTEST SEEDS/The Duff Company

NATIONAL FINALISTS:
Unverferth Manufacturing Co. Inc./McCormick Company
CPC Nutrients/Latorra, Paul & McCann
Southern States Cooperative Inc.
Ridley Block Operations/Paulsen Marketing Communications

Trade Ad--Series

CLIENT: Dow
AgroSciences,
Calgary, Alberta
--Stan Audette

AGENCY:
AdFarm, Calgary,
Alberta--Lee
Dechaine

MESSAGE:
Dow
AgroSciences
understands
retailers' challenges and works hard to provide them the right tools
and programs to help them sell their products successfully.

AUDIENCE: Retailers.

MERIT: Keenan USA/Designworks Advertising

NATIONAL FINALISTS:
Becker Underwood/Swanson Russell Associates
Wisconsin Milk Marketing Board Inc./Stephan & Brady Inc.
Pfizer-Anti-Infectives/CharlestonlOrwig Inc.
PotashCorp/Fergus/Peters Group

Trade Ad--Single

CLIENT: National
Corn Growers
Association, St.
Louis/Nebraska
Corn Board,
Lincoln, Neb.--Mimi
Ricketts
and Don
Hutchens

AGENCY: David
& Associates,
Hastings, Neb.
--Dave Bucholz
and Robert Cope

MESSAGE: The fuels provisions included in the Senate Energy Bill create
greater energy security, economic development and environmental
benefits for America by increasing the use of renewable fuels such as
ethanol.

AUDIENCE: Members of Congress, congressional staffers and other
influential decision-makers on Capitol Hill.

MERIT: Valent U.S.A. Corporation/archer>malmo

NATIONAL FINALISTS:
Merial/Bader Rutter & Associates
Minneapolis Grain Exchange/MWI Communications Group
The ARM & HAMMER Animal Nutrition Group/Charleston|Orwig Inc.
Pharmacia Animal Health/Morgan&Myers

Unique Print Advertising

CLIENT: Merial,
Duluth, Ga.--Julianna
May

AGENCY: Rhea &
Kaiser Marketing
Communications,
Naperville, III.--Diane
Martin

MESSAGE:
FLAIR Equine
Nasal Strips
help horses
achieve peak
performance by reducing their breathing effort and making more energy
and oxygen available for competition.

AUDIENCE: Racing and non-racing competitors (owners, riders, trainers
and vets) searching to optimize their horses' performance potential and
respiratory health.

MERIT: Farm Fresh Catfish/Mangan Holcomb Rainwater Culpepper

NATIONAL FINALISTS:
BASF/Brighton USA
John Deere/Osborn & Barr Communications (2)
Latham Seeds/The Meyocks Group
Land O'Lakes Farmland Feed/Charleston|Orwig Inc.
Land O'Lakes Animal Milk Products Company/CharlestonlOrwig Inc.
Pfizer-Cattle Biologicals/Charleston|Orwig Inc.

Radio--Single

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

AGENCY:
NKH&W Inc.,
Kansas City, Mo.
--Doug
Reynolds

MESSAGE: The
registered Angus
bull improves the
efficiency, carcass
quality and
profitability of a
commercial herd.

AUDIENCE: Commercial cattle producers with 50+ head of cows.

MERIT: Arvesta Corporation/Woodruff Communications

NATIONAL FINALISTS:
Valent U.S.A. Corporation/archer>malmo
Syngenta Crop Protection/MartinlWilliams (2)
Pfizer--Inline Anti-Infectives/Charleston|Orwig Inc.
Kent Feeds Inc./CS&A Marketing Communications
BASF/Dudnyk Advertising & Public Relations
Dow AgroSciences/AdFarm
Fort Dodge Animal Health/Latorra, Paul & McCann

Cow Conversations "Bull"

Young cow: I guess I'm, well, scared ...

Older cow: Oh, every heifer has these feelings. It's all
part of becoming a cow. But don't you worry--he's a
registered Angus bull.

YC: Is that good?

OC: Oh honey, they're the best. A registered Angus
bull is the fastest way to improve the quality of a herd.

YC: What about, you know, the calves?

OC: They are always real popular. Today's market
demands more quality beef so Angus-based cattle are
in high demand. Producers earn premiums from the
predictable genetics of registered Angus bulls.

Television--Single

CLIENT:
Syngenta Crop
Protection,
Greensboro, N.C.
--David Pinon

AGENCY:
Martin|Williams,
Minneapolis--Dave
Hepp

MESSAGE:
Touchdown gives
you the freedom
to farm the way
you choose.

AUDIENCE: Primary: 250+ corn and soybean growers in the 12 North
Central states. Secondary: 250+ cotton and soybean growers in Alabama,
Arkansas, Georgia, Louisiana, Mississippi, North Carolina, Oklahoma,
South Carolina, Tennessee and Texas.

MERIT: Ohio Department of Agriculture/Malone Advertising

NATIONAL FINALISTS:
Bayer CropScience/Rhea & Kaiser Marketing Communications
Cenex/Colle+McVoy
Stihl Southwest/Mangan Holcomb Rainwater Culpepper
Pioneer Hi-Bred International Inc./McCormick Company (2)
Ohio Department of Agriculture/Malone Advertising
BASF/Brighton USA

Radio--Series

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

AGENCY:
NKH&W Inc.,
Kansas City, Mo.
--Doug
Reynolds

MESSAGE: The
Angus breed provides
cattle producers
the best
opportunity to
maximize profit
potential.

AUDIENCE: Commercial cattle producers with 50+ head of cows.

MERIT: Syngenta Crop Protection/Martin|Williams

NATIONAL FINALISTS:
Bayer CropScience/AdFarm
Indiana Soybean Board/AgriAmerica Radio Network
Valent U.S.A. Corporation/archer>malmo
Worthington Ag Parts/Paulsen Marketing Communications

Cow Conversations "Cow"

Older Bull: So how's our young bull? Nervous?

Younger Bull: Nahh ... well, maybe a little.

OB: Not unusual.

YB: But I'm a registered Angus bull.

OB: Son, we were all nervous our first time out.

YB: Really? So ok, where are they? Where are the
cows?

OB: First the ground rules ...

YB: Trust me, old man. I know what to do.

OB: Steady, lad. Remember you're naturally bold. Act
like it. These are Angus cows.

Television--Series

CLIENT:
Pioneer Hi-Bred
International Inc.,
Johnston, Iowa
--Warren
Riedesel

AGENCY:
McCormick
Company,
Kansas City, Mo.
--Steve Fink

MESSAGE:
Pioneer hybrids consistently deliver top-end yields--higher than other
brands--that growers can count on.

AUDIENCE: 250+ acres corn growers in selected states.

MERIT: Ohio Department of Agriculture/Malone Advertising

NATIONAL FINALISTS:
Bayer CropScience/Rhea & Kaiser Marketing Communications
Missouri State Fair/Callis & Associates
Syngenta Crop Protection/Martin|Williams

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

CLIENT: United
Soybean Board,
Chesterfield, Mo.
--Janice
Grauberger

AGENCY:
Osborn & Barr
Communications,
St. Louis--
Cindy Hackmann

MESSAGE:
The United
Soybean Board
provides benefits to farmers now and in coming years. Members are
encouraged to stay involved in agricultural organizations and trust the
activities of the United Soybean Board to secure their future in ag.

AUDIENCE: Primary: Members of FFA, 4-H programs (boys and girls
age 12 to 18). Secondary: Adult advisors and faculty leaders of these
organizations.

MERIT: U.S. Meat Export Federation/Baxter Communications Inc.

NATIONAL FINALISTS:
NC+ Hybrids
Ridley Block Operations/Paulsen Marketing Communications

Satellite Delivery

CLIENT:
Minneapolis
Grain Exchange,
Minneapolis--Teri
Huffaker

AGENCY: MWI
Communications
Group, Red
Wing, Minn.--Scott
Whitman,
Jon Gierke and
Steve Aldrich

MESSAGE:
New corn and soybean futures and options from MGEX are settled to
monthly cash process collected by DTN from around the country, giving
better pricing accuracy and more powerful hedging tools.

AUDIENCE: Country elevator managers and progressive corn and soybean
growers.

MERIT: Ohio Seed Improvement Association/DTN

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

CLIENT:
PotashCorp,
Saskatoon,
Saskatchewan--Jerry
Streisel

AGENCY:
Fergus/Peters
Group, Des
Plaines, III.--Brian
Peters

MESSAGE:
The importance
of identifying the
misperceptions surrounding the crop nutrient industry and closing the
communications gap with urban America.

AUDIENCE: Ag retailers and leaders in the agricultural community.

MERIT: Precision Planting/CS&A Marketing Communications

NATIONAL FINALISTS:
John Deere
New Holland North America (2)
Valent U.S.A. Corporation/archer>malmo

Advertising On The Web

CLIENT: Bayer
Environmental
Sciences, Kansas
City, Mo.--Jennifer
Remsberg

AGENCY: VML
Inc., Kansas City,
Mo.--Carrie
Peterson

MESSAGE:
Merit is the most
effective way to
treat grubs.

AUDIENCE: Lawn care operators and golf course superintendents.

MERIT: Pharmacia Animal Health/Rhea & Kaiser Marketing
Communications

NATIONAL FINALISTS:
Syngenta Crop Protection/Martin|Williams (2)
Mycogen Seeds & Dow AgroSciences/Bader Rutter & Associates
NC+ Hybrids/Swanson Russell Associates

Digital Presentation

CLIENT: Illinois
Soybean
Association/
Illinois Soybean
Checkoff Board,
Bloomington, III.--Judd
Hulting

AGENCY:
E.W. McDaniels
Marketing
Communications
Inc., Pekin, III--Randy
McDaniels

MESSAGE: Soy Island is a fun, interactive teaching tool created to
motivate students to learn about how soybeans are grown and used
throughout the world.

AUDIENCE: Teachers and their students (fourth grade and up).

MERIT: Bayer CropScience/VML Inc.

NATIONAL FINALISTS:
Valent U.S.A. Corporation/archer>malmo
Pfizer-Cattle Biologicals/Charleston/Orwig Inc.
Frederick County Office of Economic Development/Immersion Active
CNH Global/AdFarm
AdFarm
Merial/Rhea & Kaiser Marketing Communications
Syngenta Crop Protection/Martin/Williams
Bayer CropScience/VML Inc.
United Agri Products/Fruehling Communications

Direct Mail--Farmer Directed--Series

CLIENT: John
Deere Ag
Marketing Center,
Lenexa, Kan.--David Pauli

AGENCY:
In-house

MESSAGE:
For years, John
Deere has supported
both cotton
growers and
the crops they
produce.

AUDIENCE: High-acreage cotton growers.

MERIT: Valent U.S.A. Corporation/archer>malmo

NATIONAL FINALISTS:
Altria Corporate Services Inc./Morgan&Myers
Cargill Animal Nutrition/IntroBang! Inc.
BASF/Carlson Marketing Group
International Agri-Center/Rita B. & Company
Pfizer-Cattle Biologicals/Charleston|Orwig Inc.

Direct Mail--Farmer Directed--Single

CLIENT: Dow
AgroSciences,
Indianapolis--John
Gertz

AGENCY: Bader
Rutter &
Associates,
Brookfield, Wis.--Jeff
Young

MESSAGE:
Applied pre or
post, Hornet is
the safest broad-spectrum
herbicide. Hornet is the perfect partner with the acetochlor
brands for additional grass control.

AUDIENCE: 250+ acre corn growers with known product use of Hornet,
Clarity, Banvel, Distinct, NorthStar or Marksman.

MERIT: Pharmacia Animal Health/Rhea & Kaiser Marketing
Communications

NATIONAL FINALISTS:
DuPont Crop Protection/Saatchi & Saatchi Rowland (2)
Syngenta Crop Protection/Martin/Williams (3)
International Agri-Center/Rita B. & Company
Pharmacia Animal Health/Rhea & Kaiser Marketing Communications
Helena Chemical Company/Kelley & Associates Advertising
J.C. Robinson Seeds
Direct Mail--Dealer, Distributor & Sales

Rep Directed--Single

CLIENT: Pfizer-Anti-Infectives,
New York, N.Y.--Jim
Gerardot

AGENCY:
Charleston/Orwig
Inc., Hartland,
Wis.--Beth
Andersen

MESSAGE:
There's a new
product from
Pfizer and you
need to know more about it.

AUDIENCE: Select group of large animal veterinarians who call on large
feedlot and stocker/backgrounder operations in North America.

MERIT: Bayer Environmental Science/VML Inc.

NATIONAL FINALISTS:
Nu-Gro Technologies Inc./Biggs/Gilmore Communications
Grain States Soya Inc./Paulsen Marketing Communications
Agriliance/Colle + McVoy
Fort Dodge Animal Health/Latorra, Paul & McCann
Bayer Environmental Science/VML Inc.
Bayer CropScience/Rhea & Kaiser Marketing Communications
Merial/Rhea & Kaiser Marketing Communications
Direct Mail--Dealer, Distributor & Sales

Rep Directed--Series

CLIENT: Bayer
CropScience,
Research
Triangle Park,
N.C.--Mark
Bishop.

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

MESSAGE:
Build excitement
with key dealers for the OPTION herbicide registration by stressing the
idea of choices, providing basic technical information and providing
tools and information to sell and position OPTION herbicide.

AUDIENCE: 850 key OPTION dealers.

MERIT: John Deere Credit/Osborn & Barr Communications

NATIONAL FINALISTS:
International Agri-Center/Rita B. & Company
PotashCorp/Fergus/Peters Group (2)
Schering-Plough Animal Health Corp./Swanson Russell Associates
BASF/Brighton USA
New Holland North America/Maclay & Shoemaker Graphics
New Holland North America/Edwards Advertising

Billboards or Other Outdoor Ads

CLIENT: National
Pork Producers
Council, Des
Moines, Iowa--John
Wrigley

AGENCY: Porter
& Associates,
West Des
Moines, Iowa--Donnie
Moran

MESSAGE:
Create awareness
of World Pork
Expo 2002 by displaying theme, location, dates and brand.

AUDIENCE: Pork producers and pork consumers.

MERIT: Cenex/Colle + McVoy

NATIONAL FINALISTS:
Delta King Seed/Mangan Holcomb Rainwater Culpepper
St. Louis National Charity Horse Show/Osborn & Barr Communications

Multimedia Direct/Targeted Campaign

CLIENT: Bayer
Environmental
Sciences, Kansas
City, Mo.--Jeff
Vannoy

AGENCY: VML
Inc., Kansas City,
Mo.--Carrie
Peterson

MESSAGE:
Highlights products
backed by
Bayer with an
incentive, i.e., send in proof-of-purchase for two, four-count boxes of
Premise Gel and receive one box and a bait gun free.

AUDIENCE: Pest management professionals and field sales representatives.

MERIT: DTN Ag Companies/Ayres Kahler

NATIONAL FINALISTS:
National Pork Producers Council/Porter & Associates
Pioneer Hi-Bred International Inc./McCormick Company

Customer Brochures, Catalogs--Farmer-directed--Single

CLIENT: BASF,
Research
Triangle Park,
N.C.--Courtney
Coleman

AGENCY: Dudnyk
Advertising &
Public Relations,
Horsham, Pa.--Tim
Loretangeli

MESSAGE:
Cheatgrass is a
highly invasive,
flammable weed that can result in potential fire hazards. Only Plateau
herbicide can provide long-term control of cheatgrass while reducing
your exposure to grassland wildfires.

AUDIENCE: Ranchette landowners--someone who owns between 40 to
300 acres--in the western United States.

MERIT: Valent U.S.A. Corporation/archer>malmo

NATIONAL FINALISTS:
Merial/Rhea & Kaiser Marketing Communications
National Corn Growers Association/Broadhead + Co.
John Deere
BASF/Carlson Marketing Group
Pfizer-Anti-Infectives/Charleston/Orwig Inc.
Case IH application equipment/Morgan&Myers
Land O'Lakes Animal Milk Products Company/Charleston/Orwig Inc.
International Agri-Center/Multi Ag Media LLC

Customer Brochures, Catalogs-Farmer-directed--Series

CLIENT: New
Holland North
America, New
Holland, Pa.--Andy
Grobengieser

AGENCY: TreeTop
Communications,
Boiling Springs,
Pa./Regas
Design, Reading
Pa.--Cheryl
Miller and
Emmanuel Regas

MESSAGE: New Holland TG tractors, TM tractors and BR round balers
boost your productivity and success.

AUDIENCE: North American farmers and prospective buyers of tractors
and equipment.

MERIT: Case IH application equipment/Morgan&Myers

NATIONAL FINALISTS:
John Deere
Mycogen Seeds/Bader Rutter & Associates
Firestone Agricultural Tire Division/The Integer Group
National Corn Growers Association/Broadhead + Co.
AGCO Corporation
BASF Canada/Quarry Integrated Communications Inc.

Point-of-purchase Material

CLIENT:
Mycogen Seeds,
Indianapolis--Greg
Cannon

AGENCY: Bader
Rutter &
Associates,
Brookfield, Wis.--Grant
Thekan

MESSAGE:
Add value to your
KINZE planter
purchase with
high-performing seed corn from Mycogen Seeds. When you buy a
new KINZE Planter you get Mycogen Seeds hybrid seed corn at no
additional cost.

AUDIENCE: Corn growers who are in the market to purchase a new planter.

MERIT: Certified Angus Beef LLC

NATIONAL FINALISTS:
Firestone Agricultural Tire Division/The Integer Group
Cargill Animal Nutrition/IntroBang! Inc.
Cargill/David & Associates
Merial/Bader Rutter & Associates
John Deere
AGCO Corporation
American Dairy Association & Dairy Council/Latorra, Paul & McCann
Medal/Rhea & Kaiser Marketing Communications
Customer Brochures, Catalogs--Dealer/

Sales-directed

CLIENT:
Wisconsin Milk
Marketing Board
Inc., Madison,
Wis.--Kenn
Olson

AGENCY:
Stephan & Brady
Inc., Madison,
Wis.--Lisa
Hartman and
Brad White

MESSAGE:
When you offer Wisconsin cheese to your customers, you can enhance
your menu, margins and reputation.

AUDIENCE: Restaurant operators and the distributors who sell to them.

MERIT: Cenex/Albarella

NATIONAL FINALISTS:
Purina Mills Inc./Osborn & Barr Communications
Zinpro Corporation/Charleston/Orwig Inc.
Pharmacia Animal Health/Morgan&Myers
Elanco Animal Health/McCormick Company
BASF/Carlson Marketing Group

Exhibits/Displays

CLIENT: Helena
Chemical
Company,
Memphis, Tenn.--Jim
Arnold

AGENCY: Kelley
& Associates
Advertising,
Cordova, Tenn.--Christi
Kelley

MESSAGE:
Helena Chemical
Company offers
turf-wetting agents, growth additives and soil conditioners to produce
the healthiest, hardiest turf.

AUDIENCE: Turf growers and field maintenance professionals.
MERIT: J.C. Robinson Seeds

NATIONAL FINALISTS:
Pfizer Animal Health/Charleston/Orwig Inc.
Foremost Farms USA/The Meyocks Group
Hypro Corporation

Premiums/Specialties

CLIENT: Cargill,
Minneapolis--Altair
Brondani
and Ken Alwine

AGENCY: David
& Associates,
Hastings, Neb.--Andrea
McCoy and Jeff
Oates

MESSAGE:
The world leader
in equine nutrition,
Nutrena, is with you every step of the way--24-7, 365 days a year.

AUDIENCE: Horse owners, breeders, trainers and show barn owners/
managers.

MERIT: Cargill/David & Associates

NATIONAL FINALISTS:
Elanco Animal Health/5MetaCom
Valent U.S.A. Corporation/archer>malmo
Pioneer Hi-Bred International Inc./McCormick Company
Malcolm Media--Ag Publishing

Advertising to Agribusiness--Ad

CLIENT: The Duff
Company,
Kansas City, Mo.--Jerry
Duff and
Jerry Schleicher

AGENCY:
In-house

MESSAGE: The
Duff Company
offers marketing
communications
at every level-from
analysis
through execution of communications programs--to help you reach sales
and distribution channels, form alliances with influencers and motivate
your customer.

AUDIENCE: Agribusiness marketers representing the animal health, crop
protection, equipment, seed and commodities industries who rely on the
Agri Marketing Marketing Services Guide for information to make an
agency selection decision.

MERIT: Farm Journal Media

NATIONAL FINALISTS:
Farm Progress Companies, Marketing Services Division
Farm Progress Companies, Farm Show Division
Malcolm Media--Ag Publishing
Fireman's Fund Agribusiness/Osborn & Barr Communications

Stationery/Business Cards

CLIENT:
Firestone
Agricultural Tire
Division, Des
Moines, Iowa--Joyce
Bonish,
Mike Bogunia

AGENCY: The
Integer Group,
Des Moines,
Iowa--Hillary
Anniss, Bill Foley,
Ann Appleseth
and Brent
Thompson

MESSAGE: The corporate stationery, envelopes and business cards were
developed to coordinate with the Firestone brand for a consistent look
throughout.

AUDIENCE: Firestone vendors, dealers and end users.

MERIT: BASF/Carlson Marketing Group

NATIONAL FINALIST:
Case IH/Morgan&Myers/The Barkin Group
Advertising to Agribusiness--Direct

Mail/Media Kit

CLIENT:
Osborn & Barr
Communications,
St. Louis--Mark
Vogel, Lisa
Harris, Dave
Mayr and Paul
Kennedy

AGENCY:
In-house

MESSAGE:
Osborn & Barr
can help busy
market managers by providing a simple guide for key market planning
tactics.

AUDIENCE: Current and potential market manager clients.

MERIT: National Agri-Marketing Association/Morgan&Myers

NATIONAL FINALISTS:
High Plains Journal
AdFarm
Farm Journal Media
Malcolm Media--Ag Publishing
Farm Progress Companies, Magazine Group
Dairy Business Communications/Latorra, Paul & McCann

Advertising to Agribusiness--Web

CLIENT: AdFarm,
Fargo, N.D.--Roger
Reierson
and Colin Clarke

AGENCY:
In-house

MESSAGE:
AdFarm is a
unique advertising
agency in its
approach in that
it is 100 percent
dedicated to marketing
communications for the agricultural industry.

AUDIENCE: Agribusiness leaders, marketing managers, business owners,
managers, media, clients and prospective clients.

MERIT: SOLUTIONS Inc.

NATIONAL FINALISTS:
New Holland North America/Malcolm Marketing
Michigan Farm Bureau
Malcolm Media--Ag Publishing

Advertising to Agribusiness--Premium/Specialty

CLIENT:
Charleston/Orwig
Inc., Hartland,
Wis.--Lyle
Orwig and
Wynnie
Zuchowski

AGENCY:
In-house

MESSAGE:
Not only does
Charleston/Orwig
understand the
equine industry, but it has the strategies and creative to help reach
the end result, no matter what it is. Prospects should meet with
Charleston/Orwig to learn more.

AUDIENCE: Equine-oriented companies who market equine products or
services to equine veterinarians or owners.

MERIT: Ohio Department of Agriculture/Malone Advertising

NATIONAL FINALIST:
Malcolm Media--Ag Publishing

Advertising to Agribusiness--Campaigns

CLIENT: Hoard's
Dairyman

AGENCY: Nelson
Schmidt,
Milwaukee, Wis.--Jason
Abramczyk

MESSAGE:
Creating general
awareness of
Hoard's
Dairyman and
the cow judging
contest.

AUDIENCE: Agency media representatives and dairy farmers.

MERIT: AdFarm

NATIONAL FINALISTS:
Osborn & Barr Communications
Farm Journal Media
AdFarm
North Carolina Agribusiness Council/AgriBusiness Communications Group
Malcolm Media--Ag Publishing

Overall Public Relations Program

CLIENT:
Altria Corporate
Services Inc.,
Richmond, Va.--Katherine
Trent

AGENCY:
Morgan&Myers,
Jefferson, Wis.--Judy
Rupnow

MESSAGE:
Altria is committed
to working
with agricultural leaders on issues that affect both farmers and Altria.

AUDIENCE: Primary: Agricultural leaders defined as influential or
politically minded farmers and ranchers who serve on national, state
or regional ag or commodity boards. Secondary: Active commercial
farmers, between 27 and 60 years old, meeting minimum requirements for
the size of the operations, and industry influencers.

MERIT: Bayer CropScience/Rhea & Kaiser Marketing Communications

NATIONAL FINALISTS:
Syngenta Crop Protection/Gibbs & Soell
Pharmacia Animal Health/Morgan&Myers
Bayer CropScience/AdFarm
Bayer CropScience/Rhea & Kaiser Marketing Communications
Syngenta Crop Protection and Syngenta Seeds/Clear Window MultiMedia

Media Relations

CLIENT: The
Council for
Biotechnology
Information,
Washington, D.C.--Margaret
Speich

AGENCY:
Fleishman-Hillard
International
Communications,
Kansas City, Mo.--Colleen
Parr,
Ron Arp, Jamie
Greenheck, John Dutcher, Colleen Gerke, Janelle Davis and Lisa Brooks

MESSAGE: Biotechnology allows American farmers to produce a more
abundant food supply. Through biotechnology, we can enhance the quality
of our food supply. Producing food through biotechnology is easier on
the environment.

AUDIENCE: Primary: Opinion leaders--20 million news-attentive adults
with a four-year college degree. Secondary: Trade audiences--farmers
and food company executives.

MERIT: Midwest Dairy Association/Venice Communications

NATIONAL FINALISTS:
Bayer CropScience/Rhea & Kaiser Marketing Communications
NC+ Hybrids/Swanson Russell Associates
Cargill Dow LLC/Gibbs & Soell
Land O'Lakes Animal Milk Products Company/Charleston/Orwig Inc.
Pharmacia Animal Health/Morgan&Myers
Producer-funded Public Relations

Program to Ag Audiences

CLIENT:
American Crystal
Sugar Company,
Moorhead, Minn.--Jeff
Schweitzer

AGENCY:
AdFarm, Fargo,
N.D.--Roger
Reierson

MESSAGE:
Maximize enrollment
by shareholders
in yearlong agronomy education opportunities, with emphasis on
growers who could benefit most from improved growing practices.

AUDIENCE: 1,800 shareholder entities or 3,000 individual growers of
American Crystal Sugar Company.

MERIT: Illinois Soybean Checkoff Board/Baxter Communications Inc.

NATIONAL FINALISTS:
Wisconsin Milk Marketing Board/Charleston/Orwig Inc.
Iowa Corn Promotion Board/Edwards Communications

Public Affairs/Issues Management
Program

CLIENT: The
American Veal
Association,
Middletown, Pa.--Carrie
Bryant
Bomgardner

AGENCY:
Sacunas & Saline
Inc., Harrisburg,
Pa.--Rebecca
Haner

MESSAGE:
Provide succinct
facts and responses to misconceptions about veal production,
information on how to cook the product and its nutritional benefits,
and make retailers credible, third-party spokespeople for the veal
industry.

AUDIENCE: Primary: Retail meat managers. Secondary: Consumers and the
media.

MERIT: National Corn Growers Association/Broadhead + Co.

NATIONAL FINALIST:
Syngenta Crop Protection/Gibbs & Soell

Producer-funded Public Relations
Campaigns to Consumer Audiences

CLIENT: National
Cattlemen's Beef
Association,
Centennial, Colo.--Kendal
Frazier

AGENCY:
In-house

MESSAGE:
Helping girls
adopt healthier
lifestyles today
builds stronger
communities of
women tomorrow. The program encourages Junior Girl Scouts to eat smart
and be physically active.

AUDIENCE: Primary: Junior Girt Scouts. Secondary: Adult volunteer troop
leaders.

MERIT: National Cattlemen's Beef Association/S.R. Brown Marketing
Communications

NATIONAL FINALISTS:
New York Beef Industry Council Inc.
National Watermelon Promotion Board

News or Feature Article

CLIENT: John
Deere Ag
Marketing Center,
Lenexa, Kan.--Barry
Nelson

AGENCY:
Osborn & Barr
Communications,
Kansas City, Mo.--Dan
Kirkpatrick

MESSAGE:
The practice of
land leveling, using scrapers with precision enhancing laser technology,
improves water conservation and management and enhances the value
of agricultural lands. Secondarily, the article provided advice on selection
criteria when considering the purchase of a scraper.

AUDIENCE: Producers, especially those located in the Delta region and
southwestern and western United States--key markets for the use and
sale of scraper equipment.

MERIT: Michigan Farm Bureau

NATIONAL FINALISTS:
CHS Cooperatives
Syngenta Crop Protection/Gibbs & Soell
Malcolm Media--Ag Publishing

News Release

CLIENT: Merial,
Duluth, Ga.--Julianna
May

AGENCY: Rhea &
Kaiser Marketing
Communications,
Naperville, III.--David
Harding

MESSAGE:
Raise awareness
of Equine Gastric
Ulcer Syndrome
(EGUS), identify
new clinical signs associated with EGUS, explain how EGUS can inhibit
performance and position GastroGard as a highly effective treatment
for this condition.

AUDIENCE: Equine publications covering non-racing performance horse
markets.

MERIT: United Soybean Board/Osborn & Barr Communications

REGIONAL WINNER
National Pork Producers Council/Porter & Associates
Case IH/Morgan&Myers/The Barkin Group
Syngenta Crop Protection/Gibbs & Soell
Garst Seed Company/The Integer Group

Persuasive Writing

CLIENT: W.K.
Kellogg
Foundation,
Battle Creek,
Mich.--Ali
Webb

AGENCY:
Hickman +
Associates,
Carmel, Ind.--Paul
Queck

MESSAGE:
Community-based
food systems offer benefits and opportunities to farmers, rural
communities and consumers.

AUDIENCE: International food security and rural development
specialists, American producers, and U.S. rural development
specialists and officials.

MERIT: Dairy Management Inc.

NATIONAL FINALISTS:
CHS Cooperatives (2)
The Council for Biotechnology Information/Fleishman-Hillard
   International Communications
New Holland North America
Malcolm Media--Ag Publishing

Events--Single Day

CLIENT: John
Deere Ag
Marketing Center,
Lenexa, Kan.--Barry
Nelson

AGENCY:
Osborn & Barr
Communications,
Kansas City, Mo.--Dan
Kirkpatrick

MESSAGE:
Create awareness
and understanding of the new products and technologies introduced by
John Deere for 2003 and maximize earned-media opportunities for these
products.

AUDIENCE: Key North American ag media.

MERIT: American Farm Bureau Federation

NATIONAL FINALISTS:
Pioneer Hi-Bred International Inc./McCormick Company
Ohio Department of Agriculture/Malone Advertising
Aventis CropScience/Rhea & Kaiser Marketing Communications
Pfizer Animal Health/Charleston/Orwig Inc.
United Soybean Board/Osborn & Barr Communications
Case IH/Morgan&Myers/The Barkin Group
Harvest States Division of CHS Cooperatives
Delta & Pine Land Co./Mangan Holcomb Rainwater Culpepper

Events--More Than One Day

CLIENT: Cargill
Dow LLC,
Minnetonka,
Minn.--Steve
Halsey

AGENCY: Gibbs
& Soell, Hoffman
Estates, III.--Jill
Carey-Hargrave

MESSAGE:
The grand
opening of Cargill
Dow's new PLA
facility signaled a technology revolution that starts in the Midwest
cornfields and ends up in the everyday lives of consumers around
the globe.

AUDIENCE: Cargill Dow global employees, customers, public officials and
media.

MERIT: Frederick County, Maryland Office of Economic Development/
Jean Peterson Design Inc.

NATIONAL FINALISTS:
Bayer CropScience/Rhea & Kaiser Marketing Communications
Syngenta Crop Protection/Gibbs & Soell
Valent U.S.A. Corporation/archer>malmo
Bayer CropScience/AdFarm
Land O'Lakes Animal Milk Products Company/Charleston Orwig Inc.
Monsanto Company/Corn States/Petrik-Smith Group

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

CLIENT:
Michigan Farm
Bureau, Lansing,
Mich.--Paul
Jackson and Rich
McWilliams

AGENCY:
In-house

MESSAGE:
Inform Farm
Bureau members
about issues that
affect them and
their farms.

AUDIENCE: Michigan Farm Bureau members.

MERIT: Dow AgroSciences/Bader Rutter & Associates

NATIONAL FINALISTS:
Wisconsin Milk Marketing Board/Charleston/Orwig Inc.
New Holland North America/Fritz & Associates
South Dakota Soybean Research and Promotion Council/Paulsen Marketing
   Communications
The ARM & HAMMER Animal Nutrition Group/Charleston/Orwig Inc.

Company & Association Newsletters--Directed
to Dealers, Distributors, Sales Reps

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

AGENCY:
McCormick
Company,
Kansas City, Mo.--Melissa
Sanders

MESSAGE:
Provide information that allows sales representatives and dealers to
do a better job serving Pioneer customers.

AUDIENCE: Primary: Pioneer Hi-Bred sales representatives and dealers.
Secondary: Pioneer employees within the sales and marketing
organization.

MERIT: Monsanto Company/Osborn & Barr Communications

NATIONAL FINALISTS:
New Holland North America/Fritz & Associates
New Holland North America/MDS Group
Mycogen Seeds/Bader Rutter & Associates
CROPLAN GENETICS/Colle + McVoy
Dow AgroSciences/Bader Rutter & Associates
John Deere

Company Publications--Internal

CLIENT: Delta
and Pine Land
Company, Scott,
Miss.--Janice
Person

AGENCY:
In-house

MESSAGE:
Foster better
communications
throughout the
organization with
the desired result
of more efficient business and higher employee morale.

AUDIENCE: 700 employees in eight U.S. states and 10 countries.

MERIT: CHS Cooperatives-Land O'Lakes/Colle + McVoy

NATIONAL FINALIST:
Elanco Animal Health/5MetaCom

Company & Association Magazines

CLIENT:
Pioneer Hi-Bred
International Inc.,
Johnston, Iowa--Julia
Morrissey

AGENCY:
McCormick
Company,
Kansas City, Mo.--Alan Bell

MESSAGE:
Provides information
to help customers achieve the most profitable return on their
investment in Pioneer brand products and services.

AUDIENCE: 200,000 Pioneer customers.

MERIT: CHS Cooperatives-Land O' Lakes/Colle + McVoy

NATIONAL FINALISTS:
Case IH/Cygnus Business Media
New Holland North America
DeLaval/Walz Tetrick Advertising
John Deere

Company Publications--Annual Report

CLIENT: CHS
Cooperatives,
Inver Grove
Heights, Minn.--Lani Jordan

AGENCY:
Colle + McVoy,
Minneapolis--Cynthia
Clanton

MESSAGE:
Report financial
and business unit
results for fiscal
2001, while bringing new and exciting proof of the cooperative system's
progress toward becoming a completely integrated grower-to-consumer
grain-based food system.

AUDIENCE: Primary: CHS Cooperative member-owners. Secondary:
Regional and local cooperative managers, other employees, current and
potential business partners and media.

MERIT: California Avocado Commission/Integrated MarketingWorks

NATIONAL FINALISTS:
Seminis Vegetable Seeds
Foremost Farms USA/The Meyocks Group
Dairy Management Inc.
American Crystal Sugar Company/AdFarm
Cattlemen's Beef Board/National Cattlemen's Beef Association
CoBank

Radio/Audio News

CLIENT:
Valent U.S.A.
Corporation,
Walnut Creek,
Calif.--Kristin
LaPorte

AGENCY:
archer>malmo,
Memphis, Tenn.--Amanda
Dame

MESSAGE:
Give growers and
dealers a better
understanding of
Valent products
and also inform
them of who to
call with product questions.

AUDIENCE: Growers and dealers in the South, Midwest and California.

MERIT: Bayer CropScience/Rhea & Kaiser Marketing Communications

Weisman: John McClendon told me it was developed
for the Roundup Ready world.

McClendon: A lot of farmers are moving into
Roundup Ready crop systems, and Valor was developed
with that in mind. We believe that it's going to
have a great future and really be one of the most
versatile products that farmers have seen come along
in several years in the ways that they can use it and
take advantage of both the burndown and residual
control that it is able to provide,

W: Where exactly is Valor best suited for?

M: Well, if you use Valor with Roundup or Paraquat
and want to plant peanuts or soybeans, you can
immediately plant those.

Electronic Publications

CLIENT: United
Soybean Board,
Chesterfield, Mo.

AGENCY: Osborn
& Barr
Communications,
St. Louis-Kiersten
McCarty,
Cindy Hackmann,
Marisa Snyder
and Penny Taylor

MESSAGE:
Inform readers of
state-of-the-art technologies for soybeans and breaking news in the
soybean utilization industry.

AUDIENCE: Primary: International industry leaders. Secondary: Soybean
farmers. Approximately 1,600 readers total.

MERIT: Syngenta Crop Protection/Gibbs & Soell

NATIONAL FINALISTS:
CHS Cooperatives-Land O'Lakes/Colle + McVoy
Altria Corporate Services Inc./Morgan&Myers
AdFarm

Television News

CLIENT: BASF,
Research
Triangle Park,
N.C.--Todd
Henderson

AGENCY:
Brighton USA,
St. Louis--Katana
Ewbank

MESSAGE:
Agricultural
chemical retailers
play a pivotal role
in the day-to-day business of the American farmer.

AUDIENCE: Growers, retailers and non-farm viewers.

MERIT: National Cattlemen's Beef Association/Baxter Communications Inc.

NATIONAL FINALISTS:
United Soybean Board/Osborn & Barr Communications (2)
DuPont/McCormick Company
United Soybean Board/Osborn & Barr Communications/Baxter
Communications

Web Site--Directed to Farmers,
Ranchers & Growers

CLIENT:
Pharmacia
Animal Health,
Peapack, N.J.--Karen
Lade

AGENCY:
Biggs/Gilmore
Communications,
Kalamazoo, Mich.--Jun
Suarez-Davis

MESSAGE:
The official Web
site for Pharmacia Animal Health is PharmaciaAH.com, devoted to the
health and well being of both companion and food animals. The site
offers a wide range of animal health management and program
information, product information and e-tools.

AUDIENCE: Livestock producers and veterinarians.


MERIT: BASF/Brighton Digital Marketing

NATIONAL FINALISTS:
Iowa Soybean Promotion Board
AGCO Corporation
CHS Cooperatives-Land O'Lakes/Colle + McVoy
Bayer CropScience/Rhea & Kaiser Marketing Communications
Southern States Cooperative Inc.
The ARM & HAMMER Animal Nutrition Group/Charleston/Orwig Inc.
Claas Omaha/Swanson Russell Associates

Web Site--Directed to Consumers

CLIENT: Missouri
State Fair,
Sedalia, Mo.--Mel
Willard

AGENCY: Callis &
Associates,
Sedalia, Mo.--Jim
Shoemaker

MESSAGE:
Invite guests to
"Celebrate 100
Fairs of Fun" and
enjoy the 100th
Missouri State Fair.

AUDIENCE: Adults ages 18 to 55 in a 75-mile radius, families with
pre-teen children, senior citizens 55 and over to drive weekday
attendance and people within a 30-mile radius.

MERIT: Responsible Industry for a Sound Environment/Communicopia

NATIONAL FINALISTS:
Bayer Environmental Science/VML Inc.
California Tree Fruit Agreement/Rhea & Kaiser Marketing Communications
Ohio Department of Agriculture/Malone Advertising

Turf & Ornamental Advertising Campaign

CLIENT:
Valent U.S.A.
Corporation,
Walnut Creek,
Calif.--Kristin
LaPorte

AGENCY:
archer>malmo,
Memphis, Tenn.--Amanda
Dame

MESSAGE:
Recognize users
that have been
loyal to Orthene TT&O--a mature product that faces both generic and
branded competition--over the years with a message meant to reflect the
user's specific lifestyle.

AUDIENCE: Loyal users of Orthene TT&O including golf course
superintendents and greenhouse/nursery growers who need a broad
spectrum insecticide.

MERIT: Dow AgroSciences/Bader Rutter & Associates

NATIONAL FINALIST:
Valent U.S.A. Corporation/archer>malmo
Companion Animal Advertising Campaign

CLIENT: Medal,
Duluth, Ga.--Duane
Maye

AGENCY: Rhea &
Kaiser Marketing
Communications,
Naperville, III.--Diane
Martin

MESSAGE:
ZIMECTERIN is
the dewormer to
trust to give your
horse the treatment
it deserves.

AUDIENCE: Female horseowners ages 25 to 54, usually with more than
one horse, who believe the care they give their horses is a reflection
of themselves.

MERIT: Nestle Purina PetCare Company/Colle + McVoy

NATIONAL FINALISTS:
CNY SPCNLatorra, Paul & McCann
Fort Dodge Animal Health/Latorra, Paul & McCann
Pharmacia Animal Health/Biggs/Gilmore Communications
Cargill/David & Associates
Tennessee Farmers Cooperative

Companion Animal Public Relations
Campaign

CLIENT: The
lams Company,
Dayton, Ohio--Lara
Strazdin

AGENCY:
Fleishman-Hillard
International
Communications,
Kansas City, Mo.--Erin
Kretzschmar,
Rhonda Brooks,
Shelly Kessen,
Lisa Siebert,
Kelly Johnson, Vicki Kerns, Rosemary Morrow and Dan Barber

MESSAGE: Eukanuba makes a difference in the life, health and performance
of canines.

AUDIENCE: Dog-loving consumers.

MERIT: Zinpro Corporation/Charleston/Orwig Inc.

Turf & Ornamental Public Relations
Campaign

CLIENT: Dow
AgroSciences,
Indianapolis--Brent
Stauffacher

AGENCY:
Bader Rutter &
Associates,
Brookfield, Wis.

MESSAGE:
Maintain preference
for and create
awareness of
Dow AgroSciences
products as well as educate readers on product news.

AUDIENCE: Professional turf and landscape managers and ornamental
producers.

Turf & Ornamental Print Advertising

CLIENT:
Valent U.S.A.
Corporation,
Walnut Creek,
Calif.--Kristin
LaPorte

AGENCY:
archer>malmo,
Memphis, Tenn.--Amanda
Dame

MESSAGE:
Recognize users
that have been
loyal to Orthene TT&O--a mature product that faces both generic and
branded competition--over the years with a message meant to reflect the
user's specific lifestyle.

AUDIENCE: Loyal golf course superintendent users of Orthene TT&O.

MERIT: Rain Bird/Swanson Russell Associates

NATIONAL FINALISTS:
ProSource One/Chandler Ehrlich
Wellmark Intl./Nelson Schmidt

Companion Animal Print Advertising

CLIENT: Pfizer
Antibiotics,
New York, N.Y.--Lauren
Sandback/
Dave Cahill

AGENCY:
Colle + McVoy,
Minneapolis,
Minn.--Nicole
Engles

MESSAGE:
Pfizer's AIF lines
(primarily Zeniquin and Clavamox) cure your toughest infections.

AUDIENCE: Companion animal veterinarians.

MERIT: Pfizer Inc./Brown + Associates Inc.

NATIONAL FINALISTS:
Pharmacia Animal Health/Biggs|Gilmore Communications
Nestle Purina/Colle + McVoy
Cargill/David & Associates
Fort Dodge Animal Health/Latorra, Paul & McCann
Medal Limited/Rhea & Kaiser Marketing Communications
Intervet inc./The Meyocks Group