Printer Friendly

Industry peers judge the best of the best.

National Best of NAMA judging took place Feb. 22, 2005, in Kansas City, Mo., where 18 judges evaluated the top two entries in 73 categories from six regions. Overall, 492 entries were judged.

The Best of NAMA awards, sponsored by the National Agri-Marketing Association, honor the best in agricultural marketing communications. Both companies and agencies submit their work for this competition, which is one of the tools used to evaluate creative marketing communications and public relations success in the industry.

The regional awards process began in October of 2004. Companies and agencies entered their work to the regional competition. Part of the regional entry fee was, in turn, returned to the chapter where the person submitting the entry is a member. Entries were then judged in one of six different regions. Overall, there were 1,212 entries in the six regions with more than 49 judges participating. These entries were evaluated over a two-day period in November in Kansas City. New this year, judging was held in conjunction with NAMA's Agribusiness Forum.

First place and merit winners from each region were then eligible to advance to the national competition. Regional judges are required to have at least three years of industry experience. National judges are required to have five years of industry experience.

Judges determine first-place and merit winners in advertising and public relations. First-place entries are then eligible for Best of Show awards, presented in the areas of Advertising, Public Relations and Specialty Categories.

All awards were presented at the Agri-Marketing Conference and Trade Show in Phoenix on April 20.

BEST OF SHOW--ADVERTISING

CLIENT: Merial, Duluth, Ga.--Jim Tate

AGENCY: Bader Rutter & Associates, Brookfield, Wis.--David Jordan

MESSAGE: Absolute and precise genetic knowledge delivered by the simple IGENITY[TM] testing service provides empowering management information for predictable genetic selection, productivity gains and increased marketability.

AUDIENCE: Seedstock producers, cow/calf operations, breed association representatives, A.I. companies, universities, and other key centers of influence

BEST OF SHOW--PUBLIC RELATIONS

CLIENT: West Central Cooperative, Ralston, Iowa--Sarah Dorman

AGENCY: Innova Ideas & Solutions, Ames, Iowa

MESSAGE: The Annual Report carries three main ideas--West Central was built on principles; the cooperative continues to grow because of its innovative ways; and the people it employs strengthen it.

AUDIENCE: Primary: 3,500 farmer members; Secondary: business partners and potential investors

BEST OF SHOW--SPECIALTY

CLIENT: Pfizer Animal Health, New York, N.Y.--Dan Kramer

AGENCY: Brown & Associates Inc., Chanhassen, Minn.--Sue Brown

MESSAGE: Strongid C 2X rids your horse of internal parasites.

AUDIENCE: Horse owners, trainers and breeders

Multimedia Campaigns--Local

CLIENT: Dow AgroSciences LLC, Indianapolis--Rosie Pitones-Dunasky

AGENCY: Bader Rutter & Associates, Brookfield, Wis.--Tom Posta

MESSAGE: As the foundation herbicide for spring wheat, nothing combines value plus the best control of kochia, Canada thistle and wild buckwheat like new WideMatch.

AUDIENCE: 500+-acre small grains growers in Minnesota (Red River Valley counties), North Dakota, South Dakota, Montana and Wyoming

MERIT: CROPLAN GENETICS / Colle+McVoy

NATIONAL FINALISTS:

Renk Seed Company / Prom Krog Altstiel Inc.

Arvesta Corporation / Woodruff Sweitzer

AgStar Financial Services / Colle+McVoy

United Phosphorus Inc. / Broadhead + Co. Inc.

Bayer CropScience / AdFarm (2)

Valent U.S.A. Corporation / archer>malmo (2)

Cerexagri Inc. / Al Paul Lefton

New Holland North America / Maclay & Shoemaker Graphics and TreeTop Communications

Multimedia Campaigns--Regional

CLIENT: Valent U.S.A. Corporation, Walnut Creek, Calif.--Elsa Zisook

AGENCY: archer>malmo, Memphis--Mike Butler

MESSAGE: New MaxCel PGR is an essential element in apple production for post-bloom thinning to increase apple size.

AUDIENCE: Pacific Northwest, Northeast and Michigan apple growers, packers and consultants (mostly men, age 30 to 55)

MERIT: Farm Credit Services of America / The Meyocks Group

NATIONAL FINALISTS:

Cerexagri Inc. / Al Paul Lefton

Bayer CropScience / Rhea & Kaiser Marketing Communications

Dow AgroSciences LLC / Bader Rutter & Associates

United Soybean Board / Osborn & Barr Communications

Arvesta Corporation / Woodruff Sweitzer

John Deere / In-house

Syngenta Crop Protection / Martin|Williams

Multimedia Campaigns--National

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

AGENCY: Osborn & Barr Communications, St. Louis--Jaime Jonesmith

MESSAGE: Only YieldGard Plus gives you in-plant protection against root and stalk damage so the whole plant can drink up maximum moisture and nutrients.

AUDIENCE: Corn producers in Iowa, Minnesota, South Dakota, Nebraska, Illinois, Indiana, Kansas, Colorado, Missouri, Wisconsin, Michigan, Ohio and Kentucky

MERIT: Case IH / Colle+McVoy

NATIONAL FINALISTS:

Royster-Clark Inc. / Lewis Advertising Inc. (2)

Pioneer Hi-Bred International Inc. / McCormick Company

Syngenta Seeds Inc. / Adculture Group Inc.

Bayer CropScience / Rhea & Kaiser Marketing Communications

John Deere Credit / Mackenzie Marketing

Pfizer Animal Health / Charleston|Orwig

Multimedia Campaigns--International

CLIENT: Syngenta Seeds Inc., Golden Valley, Minn.--Bev Larson

AGENCY: Adculture Group Inc., Wayzata, Minn.--Jim Gresham

MESSAGE: The people behind the NK Brand understand what it's like to farm, and that every farming operation is unique, and this knowledge drives the creation of products and services that give growers more for the way they farm.

AUDIENCE: Primary: 250+-acre corn, soybean and alfalfa growers in the 12 North Central U.S. states, and 100+-acre wheat growers in the Delta/ Southeast, plus 100+-acre corn and soybean growers in Ontario, Quebec and Manitoba, Canada. Secondary: NK Brand field sales people and dealers in the U.S. and Canada

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

NATIONAL FINALIST: New Holland North America / Colle+McVoy

New Product Introduction

CLIENT: Merial, Duluth, Ga.--Jim Tate

AGENCY: Bader Rutter & Associates, Brookfield, Wis.--David Jordan

MESSAGE: Absolute and precise genetic knowledge delivered by the simple IGENITY[TM]testing service provides empowering management information for predictable genetic selection, productivity gains and increased marketability.

AUDIENCE: Seedstock producers, cow/calf operations, breed association representatives, A.I. companies, universities, and other key centers of influence

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

NATIONAL FINALISTS:

Bayer CropScience Canada / AdFarm

New Holland North America / Maclay & Shoemaker Graphics and Bob Webber

Pfizer Animal Health / Charleston|Orwig

Merial / Bader Rutter & Associates

Dow AgroSciences LLC / Bader Rutter & Associates

BASF / Brighton Agency Inc.

Gustafson LLC / McCormick Company

Schering-Plough Animal Health Corp. / Swanson Russell Associates

Producer-funded Advertising Campaigns

CLIENT: Cattlemen's Beef Board & National Cattlemen's Beef Association, Centennial, Colo.--Jane Gibson

AGENCY: Ketchum Inc., San Francisco--Amy Shipley

MESSAGE: Today's beef gives you more options. New, value-added beef cuts created for food service make beef more versatile, so now it's easier and more profitable than ever to feature the beef your customers crave in trend-setting, healthful menu applications.

AUDIENCE: Purchasing and menu decision-makers at leading restaurant chains, high-volume independent restaurants and institutional food service operations

MERIT: National Pork Board / Campbell Mithun

NATIONAL FINALISTS:

Cattlemen's Beef Board & National Cattlemen's Beef Association / Leo Burnett Company

California Raisin Marketing Board / Evans, Hardy + Young

American Dairy Association & Dairy Council / Latorra, Paul & McCann (2)

Company-funded, Consumer-directed Activities

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

AGENCY: AdFarm, Calgary, Alberta--Lynne Paulsen

MESSAGE: "Healthy Living Made Possible by Nexera Canola"--reinforce brand awareness for Nexera canola, positioning it as a character-trait canola with the compelling healthy benefit to end-users.

AUDIENCE: Readership of Canada's McLean's magazine--appealing to a wide audience; people conscious of quality food choices, their diet and health

MERIT: Trelay Seed Company / Concentre Communications & Alpha Advertising

Spreads--Single

CLIENT: Merial, Duluth, Ga.--Jim Tate

AGENCY: Bader Rutter & Associates, Brookfield, Wis.--David Jordan

MESSAGE: Absolute and precise genetic knowledge delivered by the simple IGENITY[TM] testing service provides empowering management information for predictable genetic selection, productivity gains and increased marketability.

AUDIENCE: Seedstock producers, cow/calf operations, breed association representatives, A.I. companies, universities, and other key centers of influence

MERIT: Syngenta Professional Products / Trone Public Relations

NATIONAL FINALISTS:

Syngenta Professional Products / Trone Public Relations

Farm Credit Services of America / The Meyocks Group

John Deere / In-house (2)

Arvesta Corporation / Woodruff Sweitzer

Pfizer Animal Health / Rhea & Kaiser Marketing Communications (2)

Bayer CropScience / Rhea & Kaiser Marketing Communications

Spreads--Series

CLIENT: Farm Credit Services of America, Omaha, Neb.--Brad Wright

AGENCY: The Meyocks Group, West Des Moines, Iowa--Brittney Roorda

MESSAGE: Farm Credit Services of America delivers unmatched, specialized agricultural expertise; is a financially secure, customer-owned company; and provides personalized, competitive financial and risk management solutions with a team of professionals dedicated to their customers' success.

AUDIENCE: Farmers and ranchers in Iowa, Nebraska, South Dakota and Wyoming

MERIT: Syngenta Crop Protection / Martin|Williams

NATIONAL FINALISTS:

John Deere / In-house

BASF/Brighton Agency Inc.

Bayer CropScience / Rhea & Kaiser Marketing Communications

Case IH / Colle+McVoy (2)

Single-page Ad--Single

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

AGENCY: Martin|Williams, Minneapolis--Leigh Thiel

MESSAGE: Promote Centric as the "new standard" for long-lasting, fast-acting control of aphids and other piercing and sucking pests in cotton insecticide protection. Also, Centric is easy on beneficial insects.

AUDIENCE: 500+-acre cotton growers and cotton consultants in the Delta region, including Arkansas, Mississippi, Louisiana, Tennessee and the Missouri Bootheel

MERIT: ARM & HAMMER Animal Nutrition Group / Charleston|Orwig

NATIONAL FINALISTS:

Arvesta Corporation / Woodruff Sweitzer

Crompton Crop Protection / Fruehling Communications

Intervet / Osborn & Barr Communications (2)

Elanco Animal Health / McCormick Company

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

New Holland North America / Colle+McVoy

IMC Global / Bader Rutter & Associates

Agriliance LLC / Colle+McVoy

National Dairy Shrine / Morgan&Myers

Single-page Ad--Series

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

AGENCY: AdFarm, Calgary, Alberta--Page Newton

MESSAGE: Dow AgroSciences is different from its competitors based on the company's ability to solve crop production problems by providing superior solutions.

AUDIENCE: Western Canadian growers

MERIT: Case IH / Colle+McVoy

NATIONAL FINALISTS:

John Deere / In-house

New Holland North America / Colle+McVoy

BASF / Brighton Agency Inc.

Syngenta Seeds Inc. / Adculture Group Inc.

USDA Rural Development / Osborn & Barr Communications

Keenan USA Inc. / Latorra, Paul & McCann

Merial Canada / Bader Rutter & Associates

Less-than-page Ad--Single

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

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

MESSAGE: Don't let your cows cook. Although many of us enjoy the heat, high-producing milk cows suffer when temperatures and humidity rise. DCAD Plus Feed Grade Potassium Carbonate can be used effectively to keep cows from cooking this summer.

AUDIENCE: Dairy producers affected by rising summer temperatures, particularly in the Southwest.

MERIT: National Dairy Shrine / Morgan&Myers

NATIONAL FINALISTS:

Latham Seeds / The Meyocks Group

Mountain Plains Farm Credit Services / Armstrong|Shank

John Deere / In-house

Keenan USA Inc. / Latorra, Paul & McCann

Bayer CropScience / Rhea & Kaiser Marketing Communications

Case IH / Morgan&Myers

Less-than-page Ad--Series

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

AGENCY: Armstrong|Shank, Haysville, Kan.--Susan Armstrong

MESSAGE: We've built and nurtured customer relationships for many years. We have a sense of ownership and understanding with the community, and how we help farmers and ranchers with their business.

AUDIENCE: Farmers and ranchers in northern and western Colorado

MERIT: Bayer CropScience / Rhea & Kaiser Marketing Communications

NATIONAL FINALISTS:

Latham Seeds / The Meyocks Group

Bayer CropScience / Rhea & Kaiser Marketing Communications (2)

DuPont Agricultural Products / McCormick Company

Garst Seed Company / SOLUTIONS Inc.

Trade Ad--Single

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

AGENCY: Colle+McVoy, Minneapolis--Jamie Godley

MESSAGE: Case IH FLX floaters offer an edge to retailers who never stop thinking about ways to improve their productivity.

AUDIENCE: Ag retailers (independent co-ops and custom applicators) with more than 15,000 applied acres.

MERIT: Cattlemen's Beef Board & National Cattlemen's Beef Association / Ketchum Inc.

NATIONAL FINALISTS:

John Deere / In-house

Trouw Nutrition / Ron Scherer & Company

AutoFarm, Division of Novariant Inc. / Fruehling Communications

DuraTech / AdFarm

National Pork Board / Campbell Mithun

Trade Ad--Series

CLIENT: Cattlemen's Beef Board & National Cattlemen's Beef Association, Centennial, Colo.--Jane Gibson

AGENCY: Ketchum Inc., San Francisco--Amy Shipley

MESSAGE: Today's beef gives you more options. New, value-added beef cuts created for food service make beef more versatile, so now it's easier and more profitable than ever to feature the beef your customers crave in trend-setting, healthful menu applications.

AUDIENCE: Purchasing and menu decision-makers at leading restaurant chains, high-volume independent restaurants and institutional food service operations

MERIT: Idaho Potato Commission / Evans, Hardy + Young

NATIONAL FINALISTS:

Schering-Plough Animal Hearth Corp. / Swanson Russell Associates

Royster-Clark Inc. / Lewis Advertising Inc.

Unique Print Advertising

CLIENT: DuPont Agricultural Products, Johnston, Iowa--Lou Ireland

AGENCY: McCormick Company, Kansas City, Mo.--Dean Loftis

MESSAGE: To raise awareness that Steadfast[R] corn herbicide provides season-long control of grasses.

AUDIENCE: Corn growers in the Midwest who live within a 30-mile radius of a chemical retail outlet that houses Steadfast[R] herbicide bulk unit

MERIT: Bayer CropScience Canada / AdFarm

NATIONAL FINALISTS:

Emerald BioAgriculture / Broadhead + Co. Inc.

Bayer CropScience / Rhea & Kaiser Marketing Communications

Illinois Soybean / E.W. McDaniels

Pioneer Hi-Bred international Inc./McCormick Company

Royster-Clark Inc. / Lewis Advertising Inc.

Syngenta Crop Protection Canada Inc. / Adculture Group Inc.

New Holland North America / Colle+McVoy

Pfizer Animal Health / Charleston|Orwig

BASF / Brighton Agency Inc.

Radio--Single

CLIENT: DuPont Crop Protection, Memphis--Michele Cunnane

AGENCY: McCormick Company, Kansas City, Mo. --Melinda Oberly

MESSAGE: DuPont[TM] Intruder[TM] insecticide is the best way to control vicious piercing and sucking insects in a cotton field.

AUDIENCE: 500+-acre cotton growers, consultants and retailers in the Delta and West Texas

MERIT: Monsanto Company / Osborn & Barr Communications

NATIONAL FINALISTS:

Arvesta Corporation / Woodruff Sweitzer

Crompton Crop Protection / Fruehling Communications

Bayer CropScience / Rhea & Kaiser Marketing Communications (2)

Syngenta Crop Protection / Martin|Williams (2)

Gustafson LLC / McCormick Company (2)

New Holland North America / Colle + McVoy

(telephone rings)

Peg: Hello.

Wife: Peg? Hey, wondering if I could borrow your luggage?

Peg: Now?

Wife: Ed and I are going on vacation as soon as his cotton is harvested.

Peg: How'd you ever talk him into that?

Wife: Well, I put a vacation swear jar in the kitchen. Every time Ed swears about sucking pests, it costs him a dollar.

Peg: Where are you going?

Wife: South of France. Two months.

Peg: What?! How long have you had that swear jar?

Wife: Three weeks.

Peg: Well, if you want, I'll have my Ray talk to Ed. He uses DuPont Intruder insecticide in our cotton, and we don't have any sucking pests.

Wife: I know all about DuPont Intruder, Peg. And if Ray says one word to Ed, you and I are through.

Radio--Series

CLIENT: Dow AgroSciences LLC, Indianapolis --Rosie Pitones-Dunasky

AGENCY: Bader Rutter & Associates, Brookfield, Wis. --Tom Posta

MESSAGE: As the foundation herbicide for spring wheat, nothing combines value plus the best control of kochia, Canada thistle and wild buckheat like new WideMatch.

AUDIENCE: 500+-acres small grains growers in Minnesota (Red River Valley counties), North Dakota, South Dakota, Montana and Wyoming

MERIT: DuPont Agricultural Products / McCormick Company

NATIONAL FINALISTS:

USDA Rural Development / Osborn & Barr Communications

United Phosphorus Inc. / Broadhead + Co Inc.

NC+ Hybrids / Swanson Russell Associates

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

Arvesta Corporation / Woodruff Sweitzer

DuPont Crop Protection / McCormick Company

Jingle Singer: When you're tired in the morning and you need a pick me up, no cereal gets you going Like Kochia Krunch.

(background singing) Kochia Krunch ...

You'll love the crunchy leaves.

(background singing) Kochia Krunch ...

The flowers taste so sweet.

Announcer: Look, until there's a market for weeds, there's new WideMatch herbicide for wheat and barley. It delivers the widest-spectrum control available and performs like no herbicide ever has against your toughest broadleaf weeds. Kochia, Canada thistle and wild buckwheat don't stand a chance. Plus, WideMatch is the perfect match for your grass herbicide tank mix, and it's priced right so you can treat more acres than ever before. New WideMatch herbicide from Dow AgroSciences.

Singer: Kochia Krunch. Look for our new flavors--Buckwheat Berries and Thistle O's.

Television--Single

CLIENT: Bayer CropScience Canada, Calgary, Alberta--Ross Deveson

AGENCY: AdFarm, Calgary, Alberta--Aimee Rau

MESSAGE: In response to an aggressive 2003 marketing environment with considerable negative competitor advertising, this TV spot was a key component in a campaign conceived to reinforce Puma Super's market-leader position, keep the product top-of-mind and validate growers' choice in Puma Super.

AUDIENCE: All wheat and barley growers (approximately 50,000 cereal growers in western Canada); retailers and distributors of crop protection products

MERIT: New Holland North America / Max Films Inc.

NATIONAL FINALISTS:

Syngenta Crop Protection Canada Inc. / Adculture Group Inc.

Bayer CropScience / Rhea & Kaiser Marketing Communications

Idaho Potato Commission / Evans, Hardy + Young

Bayer CropScience / AdFarm (2)

Renk Seed Company / Prom Krog Altstiel Inc.

Television--Series

CLIENT: E-10 Unleaded Coalition, Hastings, Neb.

AGENCY: David & Associates, Hastings, Neb.--Dave Buchholz

MESSAGE: Thanks to a number of benefits to the economy, environment and energy security, E-10 Unleaded is the right choice for Nebraska--and America.

AUDIENCE: All Nebraskans who pull into a gas station to fill up their vehicles

MERIT: Bayer CropScience / Rhea & Kaiser Marketing Communications

NATIONAL FINALIST: BASF / Brighton Agency Inc.

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

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

AGENCY: Osborn & Barr Communications, St. Louis--Jaime Jonesmith

MESSAGE: YieldGard Plus provides effective and consistent in-plant protection from rootworm and corn borer, maximizing growers' profitability in corn, compared to other seed treatments or soil insecticides.

AUDIENCE: Used by sales force to inform corn producers in Iowa, Minnesota, South Dakota, Nebraska, Illinois, Indiana, Kansas, Colorado, Missouri, Wisconsin, Michigan, Ohio and Kentucky about the benefits of using YieldGard

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

NATIONAL FINALISTS:

John Deere Ag Marketing Center / In-house

Pfizer Animal Health / Charleston|Orwig

Pfizer Animal Health / Rhea & Kaiser Marketing Communications

National Pork Board / REL Productions Ltd.

Hass Avocado Board / Integrated Marketing Works

Adisseo / AgriMedia Communications Inc.

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

CLIENT: Elanco Animal Health, Greenfield, Ind.--Terri Stoner

AGENCY: Carmel, Ind.--Mike King

MESSAGE: For 50 years, those involved in food production around the world have come to depend on Elanco's products, people and expertise. As Elanco begins its next 50 years, it's worthwhile to take a moment to reflect on what it's taken to achieve this milestone anniversary--because everything from this point forward only builds on the foundation that already exists.

AUDIENCE: Elanco employees worldwide, including global affiliates

MERIT: Grain States Soya / Paulsen Marketing Communications

NATIONAL FINALISTS:

John Deere / In-house

The Maschhoffs Inc. / Ron Scherer & Company

Advertising on the Web

CLIENT: New Holland North America, New Holland, Pa.--Dawn Fox

AGENCY: Colle + McVoy, Minneapolis--Mariah Mertes

MESSAGE: New Holland hay tools are superior. The Web banners directed prospects to the product pages on the New Holland Web site via an electronic newsletter.

AUDIENCE: Commercial hay growers and livestock producers, focused on the quality and productivity of haying

MERIT: Case IH / Colle+McVoy

NATIONAL FINALISTS:

Merial / Bader Rutter & Associates

Garst Seed Company / SOLUTIONS Inc.

Syngenta Crop Protection / Martin|Williams

John Deere / In-house

Digital Presentations

CLIENT: Iowa Egg Council, Urbandale, Iowa --Kevin Vinchattle

AGENCY: REL West Des Moines, Iowa--Evan Stadlman

MESSAGE: The CD was developed to challenge students, increase awareness of positive egg messages, explain the process of how eggs get from the farm to their plate, and promote consumption of eggs among students through educational activities.

AUDIENCE: 800 Iowa elementary curriculum directors and teachers

MERIT: DuPont Crop Protection / McCormick Company

NATIONAL FINALISTS:

Bayer CropScience / VML

WestfaliaSurge Inc. / Prom Krog Altstiel Inc.

CROPLAN GENETICS / Colle+McVoy

Syngenta Crop Protection / Gibbs & Soell Inc.--Raleigh

National Corn Growers Association / Adayana & Broadhead + Co. Inc.

New Holland North America / Maclay & Shoemaker Graphics

Direct Mail--Farmer-directed--Single

CLIENT: Pfizer Animal Health, New York, N.Y.--Jeremy Cocks

AGENCY: Rhea & Kaiser Marketing Communications, Naperville, Ill.--Julia Goebel

MESSAGE: Thinking cattlemen know it's a smart business decision to use Dectomax. For a limited time, receive a Resistol hat free with purchase.

AUDIENCE: Cow/calf producers

MERIT: Syngenta Crop Protection Inc. / RSVP Communications Inc.

NATIONAL FINALISTS:

Bayer CropScience / Rhea & Kaiser Marketing Communications

Arvesta Corporation / Woodruff Sweitzer

New Holland North America / Colle+McVoy (2)

John Deere / In-house (2)

ARM & HAMMER Animal Nutrition Group / Charleston|Orwig

Dairyland Seed / Charleston|Orwig

Syngenta Crop Protection / Gibbs & Soell Inc.--San Francisco

Syngenta Crop Protection / Martin|Williams

Direct Mail--Farmer-directed--Series

CLIENT: Dow AgroSciences LLC, Indianapolis --Rosie Pitones-Dunasky

AGENCY: Bader Rutter & Associates, Brookfield, Wis. --Donna Queisser

MESSAGE: Confirm[R] 2F insecticide offers the longest residual control of sugarcane borer and is compatible with an integrated pest management program.

AUDIENCE: One-plus-acre sugarcane growers in Louisiana

MERIT: Dow AgroSciences / Bader Rutter & Associates

NATIONAL FINALISTS:

Arvesta Corporation / Woodruff Sweitzer

John Deere / In-house

Pfizer Animal Health / Rhea & Kaiser Marketing Communications

Crompton Crop Protection / Fruehling Communications

Syngenta Crop Protection / Martin|Williams

Pioneer Hi-Bred International Inc. / McCormick Company

ARM & HAMMER Animal Nutrition Group / Charleston|Orwig

Syngenta Crop Protection Inc. / RSVP Communications Inc.

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

CLIENT: PhytoGen Seed Company LLC, Indianapolis--Duane Canfield

AGENCY: Bader Rutter & Associates, Brookfield, Wis. --Eileen Crosby

MESSAGE: Alert sales reps, agronomists and product development specialists to watch the mail and deliveries for numerous field day items shipped from a variety of sources.

AUDIENCE: PhytoGen Seeds sales reps, product development specialists and agronomists

MERIT: John Deere Credit / Mackenzie Marketing

NATIONAL FINALISTS:

Syngenta Crop Protection / Martin|Williams

Pfizer Animal Health / Charleston|Orwig

Golden Harvest / Ervin & Smith

Syngenta Crop Protection / RSVP Communications Inc. and Gibbs & Soell

Case IH / Colle+McVoy

Merial / Bader Rutter & Associates

Intervet Inc. / Osborn & Barr Communications

New Holland North America / Maclay & Shoemaker Graphics and Gary Martin

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

CLIENT: DuPont Agricultural Products, Lakewood, Colo. --Jill Lucius

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

MESSAGE: Be on the lookout for this year's DuPont Cimarron[R] messages and sales tools as the sales season progresses. The secondary intent of this piece was to offer DuPont a sneak peek into the retailers' knowledge and promotion of their product line.

AUDIENCE: DuPont retailers offering the DuPont Cimarron[R] family of products

MERIT: Bayer CropScience / Rhea & Kaiser Marketing Communications

NATIONAL FINALISTS:

AutoFarm, Division of Novariant Inc. / Fruehling Communications

Bayer CropScience / Rhea & Kaiser Marketing Communications

Kubota Tractor Corporation / Paulsen Marketing Communications

AGCO Corporation / Issues Ink

Golden Harvest / In-house

Pfizer Animal Health / Charleston|Orwig

BASF Turf and Ornamental / Winnercomm Inc. & Padilla Speer Beardsley

Multimedia Direct/Targeted Campaign

CLIENT: DuPont Agricultural Products, Johnston, Iowa--Lou Ireland

AGENCY: McCormick Company, Kansas City, Mo. --Dean Loftis

MESSAGE: To raise awareness that Steadfast[R] corn herbicide provides season-long control of grasses and encourage corn growers to phone into a DuPont call center for a special financing opportunity.

AUDIENCE: Corn growers in the Midwest who live within a 30-mile radius of a chemical retail outlet that houses Steadfast[R] herbicide bulk unit

MERIT: Mycogen Seeds / Bader Rutter & Associates

NATIONAL FINALISTS:

John Deere / In-house

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

Billboard or Other Outdoor Ads

CLIENT: FMC Corporation Agricultural Products Group, Philadelphia--Paul Redhage

AGENCY: Nicholson Kovac, Kansas City, Mo. --Erik Drake

MESSAGE: Shark is the hassle-free option to control resistant broadleaf weeds in rice.

AUDIENCE: All California rice growers in Butte, Glen, Colusa, Sutte, Yuba and Yolo counties

MERIT: Bayer CropScience Canada / AdFarm

NATIONAL FINALISTS:

Syngenta Crop Protection / Martin|Williams

Dow AgroSciences / AdFarm

Bayer CropScience / AdFarm

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

CLIENT: John Deere, Lenexa, Kan.--Mike Gustafson

AGENCY: In-house

MESSAGE: To show that John Deere and its dealers are the reliable source for information.

AUDIENCE: Rural homeowners (large property owners)--new and existing--that are looking to purchase a compact or utility tractor

MERIT: Syngenta Crop Protection Canada Inc. / Adculture Group Inc.

NATIONAL FINALISTS:

Syngenta Crop Protection / Gibbs & Soell Inc. & Martin|Williams

Lindsay Manufacturing Co. / Swanson Russell Associates

Kubota Tractor Corporation / Woodruff Sweitzer

Pfizer Animal Health / Rhea & Kaiser Marketing Communications (2)

Merial / Bader Rutter & Associates

Arvesta Corporation / Woodruff Sweitzer

New Holland North America / Hamilton Gregory Advertising & TreeTop Communications

Iowa Farm Bureau / Osborn & Barr Communications

Customer Brochures, Catalogs--Farmer-directed--Series

CLIENT: National Corn Growers Association, Chesterfield, Mo. --Gary Bradley

AGENCY: Broadhead + Co. Inc., Minneapolis --Beth Burgy

MESSAGE: To serve as the annual report for the U.S. corn industry. The World of Corn is the only annual publication that publishes the annual U.S. corn production and consumption data as well as educates readers on the importance of corn domestically and around the world.

AUDIENCE: Corn growers; school teachers; national consumer, trade and business media; state corn hoard representatives; and visiting foreign delegations

MERIT: Syngenta Professional Products / Trone Public Relations

NATIONAL FINALISTS:

WestfaliaSurge Inc. / Prom Krog Altstiel Inc.

SeCan / AdFarm

ARM & HAMMER Animal Nutrition Group / Charleston|Orwig

Emerald BioAgriculture / Broadhead + Co. Inc.

Heartland Hybrids / AdFarm

Mycogen Seeds / Bader Rutter & Associates

Golden Harvest / Ervin & Smith

Customer Brochures, Catalogs--Dealer, Distributor or Sales Rep-directed

CLIENT: CHS, Inver Grove Heights, Minn.--Ann Mann

AGENCY: Colle+McVoy, Minneapolis--Barb Martinson

MESSAGE: Go to eCompass--the online resource that will help you take advantage of marketing tools that will help your business grow.

AUDIENCE: Dealers

MERIT: CNH After Sales / Mobium Creative Group

NATIONAL FINALISTS:

Town & Country Ltd. / McCormick Company

Vance Publishing Crop Division / Blasdel Cleaver Schwalbe

Syngenta Crop Protection / Gibbs & Soell Inc.--Raleigh

CNH After Sales / Mobium Creative Group

ExSeed Genetics / Charleston|Orwig

CHS / Colle+McVoy

PBI/Gordon Corporation / In-house

Point-of-purchase Materials

CLIENT: CNH After Sales, Racine, Wis.--Randy Wood

AGENCY: Mobium Creative Group, Chicago--Julia Parisot

MESSAGE: The DX Farmall Maintenance Kit contains the required genuine Case IH fluid and filters for the first 100-hour-service interval. It provides ultimate convenience, is easy to use and designed to maintain the DX Farmall at peak performance.

AUDIENCE: DX Farmall small tractor owners who prefer to handle their routine fluid and filter changes

MERIT: Clean Fuels Development Coalition / David & Associates

NATIONAL FINALISTS:

Nutrena / David & Associates

Bayer CropScience / Rhea & Kaiser Marketing Communications

Wisconsin Association of Agricultural Educators / Group Leaf LLC

Pfizer Animal Health / Charleston|Orwig

CNH / E.W. McDaniels

CNH After Sales / Mobium Creative Group

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

Bayer CropScience Canada / AdFarm

Exhibits/Displays

CLIENT: DuPont Crop Protection, Memphis--Michele Cunnane

AGENCY: McCormick Company, Kansas City, Mo. --Melinda Oberly

MESSAGE: DuPont has fresh fruit and vegetable producers covered from planting to the end consumer.

AUDIENCE: Vegetable growers and packers

MERIT: North Dakota Soybean Council / AdFarm

NATIONAL FINALISTS:

Elanco Animal Health / McCormick Company

CNH / E.W. McDaniels

ABS Global / In-house

Nitragin Inc. / AdFarm

Premiums/Specialties

CLIENT: United Soybean Board, Chesterfield, Mo. --David Durham, Janice Dahl

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

MESSAGE: The Select Yield & Quality (SYQ) program is designed to encourage soybean producers to evaluate protein and oil content along with yield when selecting varieties, specifically by talking with their seed representatives.

AUDIENCE: U.S. soybean producers at the grain elevator. The counter mat was distributed to first purchasers (elevators) in the upper Midwest

MERIT: Pfizer Animal Health / Rhea & Kaiser Marketing Communications

NATIONAL FINALISTS:

Tennessee Farmers Co-op / In-house

Intervet Inc. / Osborn & Barr Communications

RBC Royal Bank of Canada / AdFarm

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

Corporate Identity

CLIENT: Novartis Animal Health U.S. Inc., Greensboro, N.C. --John Landon

AGENCY: Morgan&Myers, Waterloo, Iowa--Janine Whipps

MESSAGE: To provide a distinctive brand look and feel for Novartis vaccine materials and products.

AUDIENCE: Veterinarians, livestock producers and distributors, basically anyone who may purchase or handle a Novartis farm animal vaccine

MERIT: Nutrena / David & Associates

NATIONAL FINALISTS:

Michigan Farm Bureau / In-house

Ridley Inc. / BCG Communications

AGWAY Feed and Nutrition / David & Associates

Alma Creamery LLC / Craghead & Harrold Inc.

National Pork Producers Council / McCormick Company

Advertisements to Agribusiness--Ad

CLIENT: archer>malmo, Memphis--Mike Butler

AGENCY: In-house

MESSAGE: Create interest in considering archer>malmo in the agency selection process.

AUDIENCE: Decision-makers at agribusiness companies (primarily communications managers, marketing directors and company presidents).

MERIT: Hoard's Dairyman / Charleston|Orwig

NATIONAL FINALISTS:

IMC Global / Bader Rutter & Associates

Adculture Group Inc. / In-house

Iowa Farmer Today/Davis Harrison Dion

High Plains Journal / John Volk & Associates

Vance Publishing Crop Division / Blasdel Cleaver Schwalbe

Advertising to Agribusiness--Direct Mail/Media Kit

CLIENT: Woodruff Sweitzer, Columbia, Mo.--Terry Woodruff, Scott Kington

AGENCY: In-house

MESSAGE: Woodruff Sweitzer has unique and relevant experience in GPS technologies and can leverage that expertise to help these firms market their advanced technology.

AUDIENCE: Manufacturers of GPS navigation systems

MERIT: Woodruff Sweitzer / In-house

NATIONAL FINALIST: Farm Progress Companies / In-house

Advertising to Agribusiness--Web

CLIENT: Ag and Food Associates, Omaha, Neb.--Mark Lakers

AGENCY: David & Associates, Hastings, Neb.--Dave Buchholz

MESSAGE: Ag and Food Associates is an experienced and well-connected investment banking firm with specific knowledge and understanding of agriculture. When you partner with AFA, you work with professionals who can help your company create and capitalize on opportunity.

AUDIENCE: U.S. agribusiness and food processors that may be looking to sell their business, merge with another firm or acquire another business

MERIT: Morgan&Myers / In-house

Advertising to Agribusiness--Campaigns

CLIENT: Hoard's Dairyman, Fort Atkinson, Wis.--Gary Vorpahl

AGENCY: Charleston|Orwig, Hartland, Wis.--Mark Moore

MESSAGE: Hoard's Dairyman has been the standard in dairy publications since it was founded 120 years ago. It offers the best editorials, boasts the highest circulation and possesses the most experience of any publication in the dairy industry.

AUDIENCE: Media buyers and dairy marketing professionals

MERIT: Vance Publishing Crop Division / Blasdel Cleaver Schwalbe

NATIONAL FINALIST: archer>malmo / In-house

Advertising to Agribusiness--Premiums/Specialties

CLIENT: Adculture Group Inc., Wayzata, Minn.--Jim Gresham

AGENCY: In-house

MESSAGE: Introduce U.S. agrimarketers to Adculture Group Inc. and its new presence in Minneapolis.

AUDIENCE: U.S. agrimarketers attending the 2004 National NAMA Conference in Kansas City, Mo.

Overall Public Relations Program

CLIENT: Cattlemen's Beef Board & National Cattlemen's Beef Association, Centennial, Colo. --Dean Conklin

AGENCY: Schafer Condon Carter, Chicago--Tim Duffin

MESSAGE: Create positive awareness and demand for veal.

AUDIENCE: Consumers, food service operators, culinary professionals, editors of consumer, retail and food service publications, and producers of national morning news shows

MERIT: VetLife / McCormick Company

NATIONAL FINALISTS:

Pioneer Hi-Bred International Inc. / McCormick Company

Syngenta Crop Protection / Gibbs & Soell Inc. & Martin|Williams

Syngenta Crop Protection / Gibbs & Soell Inc.--Raleigh

Pfizer Animal Health / Rhea & Kaiser Marketing Communications

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

ARM & HAMMER Animal Nutrition Group / Charleston|Orwig

International Public Relations Campaign

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

AGENCY: Fleishman Hillard inc., Kansas City, Mo.--Colleen Parr

MESSAGE: Showcase how biotech crop adoption continues at a rapid pace worldwide.

AUDIENCE: Opinion leaders (news-attentive adults with a four-year college degree); journalists

Media Relations Program

CLIENT: Merial, Duluth, Ca.--Jim Tate

AGENCY: Bader Rutter & Associates, Brookfield, Wis. --David Jordan

MESSAGE: Increase awareness, interest and understanding of IGENITY, Merial's new DNA testing platform.

AUDIENCE: Dairy publications, beef publications, general agriculture publications

MERIT: Syngenta Crop Protection / Gibbs & Soell Inc.--Raleigh

NATIONAL FINALISTS:

Pfizer Animal Health / Rhea & Kaiser Marketing Communications

Intervet / Osborn & Barr Communications

CHS / Colle+McVoy

Bayer CropScience / Rhea & Kaiser Marketing Communications

Pioneer Hi-Bred International Inc. / McCormick Company

Cattlemen's Beef Board & Federation of State Beef Councils / National Cattlemen's Beef Association

Pfizer Animal Health / Charleston|Orwig

Public Affairs/Issues Management Program

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

AGENCY: Burson Marsteller Public Relations, Chicago--Bill Zucker

MESSAGE: Defend the U.S. beef industry and maintain consumer confidence and purchases of beef following positive BSE tests.

AUDIENCE: Consumers; consumer, business and agricultural media; state and national beef industry organizations; government agencies in the U.S. and abroad; U.S. beef trading markets (domestic & foreign); beef marketers (retail, food service, etc.)

MERIT: Pfizer Animal Health / Rhea & Kaiser Marketing Communications

NATIONAL FINALISTS:

Smithfield Foods Inc. / Charleston|Orwig

BASF Professional Vegetation Management / Padilla Speer Beardsley Inc.

Producer-funded Public Relations Program to Ag Audiences

CLIENT: National Livestock Producers Association, Colorado Springs, Colo.--R. Scott Stuart

AGENCY: Charleston|Orwig, Hartland, Wis.--Beth Anderson

MESSAGE: Educate producers on how their checkoff dollars are used; help build demand for beef at the retail level.

AUDIENCE: Producers who contribute to the beef checkoff program; consumers

MERIT: United Soybean Board / Osborn & Barr Communications

NATIONAL FINALIST: United Soybean Board / Osborn & Barr Communications

Producer-funded Public Relations Campaigns to Consumer Audiences

CLIENT: National Watermelon Promotion Board, Orlando--Leslie Coleman

AGENCY: In-house

MESSAGE: Watermelon is healthy and delicious every day.

AUDIENCE: Primary: women 35 to 54, cooking enthusiasts, health enthusiasts, health-related diet modifiers; Secondary: children, general consumers, nutrition and health care professionals, teachers, food service professionals

MERIT: United States Potato Board / Fleishman Hillard Inc.

NATIONAL FINALIST: The Catfish Institute / Fleishman Hillard Inc.

Company-funded, Consumer-directed Public Relations Campaign

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

AGENCY: Fleishman Hillard Inc., Kansas City, Mo.--Colleen Parr

MESSAGE: Increase awareness of messages and generate positive support for biotechnology.

AUDIENCE: Opinion leaders--20 million college-educated, news-attentive adults

MERIT: Hilmar Cheese Company Vision Center/In-house

NATIONAL FINALIST: New Holland North America / Maclay & Shoemaker Graphics and H.B. Fritz & Associates

News or Feature Article

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

AGENCY: McCormick Company, Kansas City, Mo. --Gary Vincent

MESSAGE: U.S. growers are positioned to take advantage of the value-added opportunities resulting from the changing food consumption demographics of America's aging baby boom generation.

AUDIENCE: Pioneer GrowingPoint readers

MERIT: Michigan Farm Bureau / In-house

NATIONAL FINALISTS:

Dairy Management Inc. / The Integer Group

John Deere / Osborn & Barr Communications

Qualisoy / Osborn & Barr Communications

Syngenta Crop Protection / Gibbs & Soell Inc. (2)

Syngenta Professional Products / Trone Public Relations

Merial / Bader Rutter & Associates

Persuasive Writing

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

AGENCY: Morgan&Myers, Milwaukee--Judy Rupnow

MESSAGE: Increase awareness of the changing expectations of society on agriculture's customers, such as Altria; increase understanding of Altria's corporate commitment to engage with stakeholders; and motivate AFGC members to engage with stakeholders to address change and to find common ground through uncommon thinking, listening and collaboration.

AUDIENCE: Attendees of the 2004 Conference of the American Forage and Grassland Council, including university professors, agribusiness engineers, scientists, government agency representatives and members of the agricultural community

MERIT: Dairy Management Inc. / The Integer Group

NATIONAL FINALISTS:

BASF / Brighton Agency Inc.

Pioneer Hi-Bred International Inc. / McCormick Company (2)

CHS / In-house

United Soybean Board / Osborn & Barr Communications

News Release

CLIENT: Pfizer Animal Health, New York, N.Y.--Becky Teets

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

MESSAGE: Increase awareness of the economic value of deworming cattle in the spring; communicate benefits of Dectomax parasiticide for spring deworming; and position Pfizer technical service veterinarians as key opinion leaders in cattle health management.

AUDIENCE: Cow/calf producers and stocker/backgrounders in the Western states, western Corn Belt states and Southern states

MERIT: Syngenta Professional Products / Trone Public Relations

NATIONAL FINALISTS:

John Deere / Osborn & Barr Communications

McCormick International USA / Two Rivers Marketing Group

Case IH / Morgan&Myers

Dairy Management Inc. / The Integer Group

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

Event--Single Day

CLIENT: New York Beef Industry Council, Westmoreland, N.Y.--Lorell Walter

AGENCY: In-house

MESSAGE: Draw attention to New York's beef industry and position burgers as a nutritious, convenient and enjoyable food.

AUDIENCE: Adults 25 to 54, especially men who are generally responsible for preparing grilled foods

MERIT: Bruegger's Bakeries / Latorra, Paul & McCann

NATIONAL FINALISTS:

Bayer CropScience / Rhea & Kaiser Marketing Communications

Syngenta Crop Protection / Gibbs & Soell Inc.--San Francisco

Bayer CropScience / AdFarm

Farmweld / Karen Bernick Marketing Communications

BASF / Brighton Agency Inc.

Mycogen Seeds / Bader Rutter & Associates

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

Cattlemen's Beef Board & NCBA Federation of State Beef Councils / National Cattlemen's Beef Association

Best of NAMA

Event--More Than One Day

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

AGENCY: Morgan & Myers, Milwaukee--Ellen LaRose

MESSAGE: To create awareness and excitement for full-scale Case IH entry into the subcompact and compact tractor marketplace among both traditional ag and new non-traditional markets now served by Case IH and its dealer organizations, including hobby/lifestyle farmers, estate owners, nursery/landscape professionals and grounds management.

AUDIENCE: Agriculture equipment editors; general-interest ag journalists; journalists serving the hobby/lifestyle/horse farming segment; journalists serving the professional landscape/nursery/grounds management segment; print and broadcast outlets

MERIT: Cattlemen's Beef Board & National Cattlemen's Beef Association / Ketchum Inc.

NATIONAL FINALISTS:

BASF / Brighton Agency Inc.

National Corn Growers Association / In-house

Iowa Corn Promotion Board / The Meyocks Group

Dairyland Seed / Charleston/Orwig

Michelin North America Inc.--Agricultural Tires / Osborn & Barr Communications

McCormick International USA / Two Rivers Marketing Group

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

CLIENT: Dow AgroSciences LLC, Indianapolis --Greg Gulp

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

MESSAGE: Increase awareness, interest and understanding for PastureGard, Surmount and Grazon P+D herbicides, and the full line of Range & Pasture brush control products; maintain preference for Tordon 22K herbicide; and increase awareness about the benefits of pasture improvement.

AUDIENCE: 50+-head beef-cow operations, the dealer/distribution channel, public land management agencies, land grant universities, county Extension agents and other centers of influence (circulation approximately 100,000)

MERIT: ARM & HAMMER Animal Nutrition Group / Charleston|Orwig

NATIONAL FINALISTS:

Bayer CropScience / AdFarm

Bayer CropScience / Rhea & Kaiser Marketing Communications

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

National Cattlemen's Beef Association / In-house

Syngenta Professional Products / Maxim Direct, A Trone Company

Iowa Corn Growers Association / The Meyocks Group

New Holland North America / H.B. Fritz & Associates and Toby Buckley

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

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

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

MESSAGE: Improves the professionalism of Pioneer sales representatives and dealers and provides information to better serve customers.

AUDIENCE: Primary: sales representatives and dealers; Secondary: support staff of sales representatives and dealers

MERIT: BASF / Brighton Agency Inc.

NATIONAL FINALISTS:

Bayer CropScience / Rhea & Kaiser Marketing Communications

Agriliance LLC / Albarella Design

New Holland North America / MDS Group

Mycogen Seeds / Bader Rutter & Associates

BASF Professional Vegetation Management / Winnercomm Inc. & Padilla Speer Beardsley

Company & Association Magazine--External

CLIENT: CHS-Land O'Lakes, Inver Grove Heights, Minn.--Steve Richter

AGENCY: Colle+McVoy, Minneapolis--Cynthia Clanton

MESSAGE: Help producers farm profitably by communicating timely, innovative trends and practices; position affiliated cooperatives as reliable sources of quality products, service and technology; promote the advantages of working with cooperative-owned businesses; and build a spirit of cooperative loyalty.

AUDIENCE: 270,350 Class 1A farmers and ranchers and nearly 19,400 cooperative managers and directors in the 25 states encompassing the system's trade area.

MERIT: BASF Professional Vegetation Management / Padilla Speer Beardsley Inc.

NATIONAL FINALISTS:

New Holland North America / Gary Martin & Toby Buckley

Valmont Irrigation / In-house

Case IH / Cygnus Business Media

American Farm Bureau Federation / In-house

Company Publications--Internal CLIENT: CHS-Land O'Lakes, Inver Grove Heights, Minn.--Jessica Lamker

AGENCY: Colle+McVoy, Minneapolis--Cynthia Clanton

MESSAGE: Provide ideas and resources that promote local co-op growth, profitability, enhanced customer service and support for the benefits of a strong cooperative system.

AUDIENCE: 18,000 general managers and elected directors of affiliated cooperatives in the 25-state service area

MERIT: California Avocado Commission / Integrated Marketing Works

NATIONAL FINALISTS:

Bayer CropScience / Rhea & Kaiser Marketing Communications

Agriliance LLC / Colle+McVoy

Mycogen Seeds / Bader Rutter & Associates

Company Publications--Annual Report

CLIENT: West Central Cooperative, Ralston, Iowa--Sarah Dorman

AGENCY: Innova Ideas & Solutions, Ames, Iowa

MESSAGE: The Annual Report carries three main ideas--West Central was built on principles; the cooperative continues to grow because of its innovative ways; and the people it employs strengthen it.

AUDIENCE: Primary: 3,500 farmer members; Secondary: business partners and potential investors

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

NATIONAL FINALISTS:

Case New Holland / Edelman

Ag Processing Inc. / Swanson Russell Associates

W.K. Kellogg Foundation / Hickman + Associates

Cattlemen's Beef Board / National Cattlemen's Beef Association

Radio/Audio News

CLIENT: Council for Biotechnology Information, Washington, D.C.

AGENCY: Fleishman Hillard Inc., Kansas City, Mo.--Colleen Parr, John Dutcher, Lisa Brooks, Kate Ottinger

MESSAGE: Create supportive opinions of biotechnology, its role in helping to alleviate world hunger and the effect of the European Union's reluctance to embrace technology.

AUDIENCE: Policy makers, influencers and opinion leaders who listen to talk radio

MERIT: BASF / Brighton Agency Inc.

NATIONAL FINALISTS:

Bayer CropScience Canada / AdFarm

BASF / Brighton Agency Inc.

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

Announcer: More farmers around the world are planting biotech crops because they are producing better harvests, according to a delegation of international farmers who recently addressed a global biotech convention. And more hope to have access to them soon. Thierry de l'Escaille (tee-eh-ree de l'eskyaj), who heads the European Landowners Organization, says even farmers in Europe want the technology as a tool to improve incomes.

Thierry de l'Escaille: "A lot of farmers are quite interested in growing biotech crops to help them stay profitable and competitive. Only farmers in Spain are planting biotech crops, but farmers there have added an average of $5 per acre to their profits while reducing pesticide sprays so it's easy to understand why farmers want access to this new technology."

Announcer: l'Escaille says biotechnology can be a partial solution to the exodus of people, particularly promising young scientists from rural Europe.

Television News

CLIENT: Valent BioSciences Corporation, Libertyville, Ill.--Kathy Hartman

AGENCY: archer>malmo, Memphis--Mike Butler

MESSAGE: Encourage concerned citizens to call local government officials and/or mosquito abatement districts and ask that they use larvicides to prevent mosquitoes.

AUDIENCE: General public, specifically the elderly and mothers with young children

MERIT: United Soybean Board / Osborn & Barr and Baxter Communications

NATIONAL FINALIST: Dairy Management Inc. / The Integer Group (2)

Electronic Publication

CLIENT: BASF, Research Triangle Park, N.C.--Kaye Iftner

AGENCY: Brighton Agency Inc., St. Louis--Dan Danford

MESSAGE: Supplement field sales efforts to ensure BASF mind share, and increase affinity for BASF as a business partner and perception of the frequency and value of the BASF sales call.

AUDIENCE: Target retailers who qualified through a previous telemarketing campaign, BASF business request and/or specific retailer opt-in requests

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

NATIONAL FINALISTS:

The National FFA Organization / The Sanders Group

CHS-Land O'Lakes / Colle+McVoy

Hilmar Cheese Company Visitor Center / In-house

Syngenta Crop Protection / Gibbs & Soell Inc. (2)

Web Site--Directed to Farmers, Growers & Ranchers

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

AGENCY: Martin|Williams, Minneapolis--Cindy Mulcahy

MESSAGE: Resource for growers to learn more about how they can troubleshoot pest problems on their potato crop, and to offer them a product solution regardless of the stage that their potatoes are in.

AUDIENCE: U.S. potato growers

MERIT: Pfizer Animal Health / Biggs|Gilmore Communications

NATIONAL FINALISTS:

BASF / Brighton Agency Inc.

Pfizer Animal Health / Biggs|Gilmore Communications

ARM & HAMMER Animal Nutrition Group / Charleston|Orwig

Bayer CropScience / VML

Syngenta Crop Protection / Martin|Williams

Web Site--Educational Focus

CLIENT: Pfizer Animal Health, New York, N.Y.

AGENCY: Biggs|Gilmore Communications, Kalamazoo, Mich. --Staci Ainsworth

MESSAGE: To create awareness of the damaging effects of parasites through a digital resource platform that provides brand information in a species-specific format.

AUDIENCE: Pet owners (dog and cat)

MERIT: Missouri State Fair / Callis & Associates

NATIONAL FINALISTS:

Soyfoods Council / Morgan & Myers

Pfizer Animal Health / Biggs|Gilmore Communications

Valent BioSciences Corporation / archer>malmo

Intranet Web Site

CLIENT: Bayer CropScience, Research Triangle Park, N.C.--Stephanie Gable

AGENCY: VML, Kansas City, Mo. --Doug Newman

MESSAGE: Provide a high-level view of the tools and resources available from each discipline within the Marketing Services department.

AUDIENCE: Primary: Bayer CropScience sales force; Secondary: Bayer CropScience product managers and marketing personnel

MERIT: Golden Harvest / Corporate 3 Design

Companion Animal Advertising Campaign

CLIENT: Nestle Purina Pet Care, St. Louis--Pat Mullen

AGENCY: Colle+McVoy, Minneapolis--Betsey Ruesink

MESSAGE: New Purina Pro Plan canned formulas offer superior nutrition and palatability so you can feel confident in recommending a canned food.

AUDIENCE: Veterinary professionals

MERIT: Pfizer Animal Health / Rhea & Kaiser Marketing Communications

NATIONAL FINALISTS:

Nutrena / David & Associates (2)

Tennessee Farmers Co-op / In-house

Pfizer Animal Health / Rhea & Kaiser Marketing Communications (2)

ACCO Feeds / David & Associates

AGWAY Feed and Nutrition / David & Associates

Turf & Ornamental Advertising Campaign

CLIENT: Bayer Environmental Science, Montvale, N.J.--Jim Fetter

AGENCY: Colle+McVoy, Minneapolis--Dean Huff

MESSAGE: Backed by Bayer means you get an extra measure of confidence that we've got your back.

AUDIENCE: Golf course superintendents and lawn care professionals in the turf and ornamental business

MERIT: Caterpillar Inc. / Rhea & Kaiser Marketing Communications

NATIONAL FINALISTS:

BASF Turf and Ornamental / Winnercomm Inc.

Bayer Environmental Science / Colle+McVoy

Caterpillar Inc. / Rhea & Kaiser Marketing Communications

FMC Specialty Products Business / KFDunn & Associates

Dow AgroSciences LLC / Bader Rutter & Associates

Companion Animal Public Relations Campaign

CLIENT: Nestle Purina Pet Care, St. Louis--Pat Mullen

AGENCY: Colle+McVoy, Minneapolis--Mike Fryar

MESSAGE: Increase veterinary clinic staff understanding of pet obesity and OM (Overweight Management); educate pet owners about pet obesity and its risks; and increase both clinic penetration and OM sales.

AUDIENCE: Dog and cat owners, typically female age 18 to 54 with a household income of $50,000+; veterinarians and clinic technicians

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

NATIONAL FINALIST: Merial / Bader Rutter & Associates (3)

Turf & Ornamental Public Relations Campaign

CLIENT: Caterpillar Inc., Peoria, Ill.-Jessica Nunley

AGENCY: Rhea & Kaiser Marketing Communications, Naperville, Ill.-David Gutierrez

MESSAGE: Drive Against Diabetes is a fund-raising campaign to raise money and awareness to fight juvenile (type 1) diabetes. The campaign includes a cross-country tour featuring Sgt. Craig Schultz, a New York state corrections officer, driving a Cat[R] Skid Steer Loader more than 4,000 miles.

AUDIENCE: General contractors, landscapers and general consumers

MERIT: BASF / Padilla Speer Beardsley Inc. & Winnercomm Inc.

NATIONAL FINALISTS:

Dow AgroSciences LLC / Bader Rutter & Associates

Bayer Environmental Science / Tierney Communications

Companion Animal Print Advertising

CLIENT: Pfizer Animal Health, New York, N.Y.--Dan Kramer

AGENCY: Brown + Associates Inc., Chanhassen, Minn.--Sue Brown

MESSAGE: Strongid C 2X rids your horse of internal parasites.

AUDIENCE: Horse owners, trainers and breeders

MERIT: Platinum Performance Inc. / Brown + Associates Inc.

NATIONAL FINALISTS:

Pfizer Animal Health / Rhea & Kaiser Marketing Communications (2)

AGWAY Feed and Nutrition / David & Associates

Southern States Cooperative Inc. / Barber Martin Advertising

Tennessee Farmers Co-op / In-house

Nutrena / David & Associates

Wisconsin Equine Clinic & Hospital / Charleston|Orwig

Turf & Ornamental Print Advertising

CLIENT: Caterpillar Inc., Peoria, Ill.--Jessica Nunley

AGENCY: Rhea & Kaiser Marketing Communications, Naperville, Ill.--Fred Nichols

MESSAGE: Caterpillar brings its world-renowned equipment expertise to compact equipment. By positioning CCE as the next generation of Cat machines, we are strongly leveraging Caterpillar's quality reputation for making the best earthmoving equipment in the world.

AUDIENCE: Landscapers

MERIT: Syngenta Professional Products / Trone Public Relations

NATIONAL FINALISTS:

Caterpillar Inc. / Rhea & Kaiser Marketing Communications

Bayer Environmental Science / Colle+McVoy (2)

FMC Specialty Products Business / KFDunn & Associates (2)

Vance Publishing Crop Division / Blasdel Cleaver Schwalbe

Companion Animal Broadcast Advertising

CLIENT: Pfizer Animal Health. New York, N.Y.--Liane Herman

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

MESSAGE: Cats talking to other cats asking them to unite for the good of feline health care rights. The "Cats of the Revolution" are demanding that their owners help keep them healthy by visiting their veterinarians and asking for Revolution[R].

AUDIENCE: Women ages 18 to 49 who are cat owners and watch national cable networks

MERIT: Southern States Cooperative Inc. / Barber Martin Advertising

Turf & Ornamental Broadcast Advertising

CLIENT: Bayer Environmental Science, Montvale, N.J.--Jim Fetter

AGENCY: Colle+McVoy, Minneapolis--Dean Huff

MESSAGE: At Bayer's NoFireAnts.com you'll find a revolutionary solution to fire ants in your yard.

AUDIENCE: Southern homeowners frustrated with their current fire ant control products

MERIT: Caterpillar Inc. / Rhea & Kaiser Marketing Communications

Announcer: OK. So you have a toothache, you get it fixed. (Dentist's drill--"Oww") Six weeks later, you get it fixed again. (Dentist's drill--"Oww") And six weeks after that, you get it fixed again. (Dentist's drill--"Oww") Not getting the job done right the first time can be a real pain (Shrill dentist's drill--"Oww")

The same goes for fire ant treatments. I bet you've tried all sorts of quick fixes against the little creeps. Maybe not hand grenades, but you felt like it, didn't you? Thankfully, you can get the job done right the first time. Your lawn care professional has something new from Bayer that's unlike any other fire ant treatment. Just one application of professional strength Top Choice will control fire ants on your lawn for a full year. And unlike temporary fixes that need several applications, Top Choice controls fire ants with a single application.

BEST OF NAMA NATIONAL JUDGES

Price Allan, Monty's Plant Food

Alan Bell, McCormick Company

Brad Bremer, BCM Public Relations

Sue Brown, Brown + Associates

Glenn Dawes, AdFarm

Steve Engle, Woodruff Sweitzer

Paige Fenstermaker, Agrestic Solutions & Innovations

Mike Frederick, Bader Rutter & Associates

Mark Gale, Charleston|Orwig

Jim Haist, Rhea & Kaiser Marketing Communications

Lori Howe, SOLUTIONS Inc.

Jean Johnson, Farm Credit Services of Grand Fork

Jon Miducki, Meister Media Worldwide

Julie Orchard, Morgan&Myers

Jon Peterson, Swanson Russell Associates

Greg Smith, Padilla Speer Beardsley

Katie Stanhope, John Deere Credit

Rick Swartzel, Ben Weddle & Associates

Special thanks to all the judges and companies that participated.
COPYRIGHT 2005 Doane Information Service
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 2005, Gale Group. All rights reserved. Gale Group is a Thomson Corporation Company.

Article Details
Printer friendly Cite/link Email Feedback
Title Annotation:Best of NAMA
Comment:Industry peers judge the best of the best.(Best of NAMA)
Publication:Agri Marketing
Geographic Code:1USA
Date:Apr 1, 2005
Words:7878
Previous Article:NAMA trade show exhibitors.
Next Article:Igenity. Know. Now. Unlocking the code for better beef and dairy opens the door to cutting-edge campaign.
Topics:


Related Articles
NAMA LEADER'S MESSAGE.
AWARDS OF EXCELLENCE.
Regional best of NAMA raises the bar. (Best of NAMA).
The good ole'days.
Making your mark at best of NAMA.
Leader focuses on improvement.
NAMA offers 'ViVO' experience for UF students.
Agribusiness Leader of the Year.
National entries reach an all time high.
Twenty years ago (1986).

Terms of use | Privacy policy | Copyright © 2020 Farlex, Inc. | Feedback | For webmasters