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Agrimarketing : November December 2009
MARKETING COMMUNICATIONS Lou Ireland, Pioneer Hi- Bred International, Inc. Lou's enthusiasm and ability to spark creative thinking have distinguished her as a leader at Pioneer Hi-Bred Interna- tional, Inc., where she is Senior Marketing Manager of North Amer- ican Sales/Marketing Communica- tions. These qualities are particularly evident in the collaborative, yet chal- lenging environment she creates among stakeholders. Lou is always striving for better, more effective ways to communicate. Her hard work has led to large gains in the hybrid seed corn category. Lou also led the most successful new product launch in Pioneer's history, Y Series soybeans. Pioneer has enjoyed one of its most successful years ever. That success is due in large part to Lou's leadership and talent. In addition to winning numerous awards for advertising, public rela- tions and publications, Lou has helped to revamp Pioneer's trade show presence. She's also initiated social media campaigns to assist in the global launch of rebranding activ- ities. Lou is committed to professional development and advances her own skills through continuing education and leadership positions with organi- zations such as ABEF and the AMA. She also remains heavily involved in NAMA, both locally and nationally. NAMA Announces Award Winners NAMA has announced the 2009 Professional Development Awards of Excellence recipients.This year, these distinguished awards recognize NAMA members for achievement in the areas of Marketing Communica- tions, Public Relations, Product/Species Management and Sales. Congratulations to the recipients of this year's awards. PUBLIC RELATIONS Deron Johnson, Rhea + Kaiser Marketing Communications A 20-year veteran of the agricultural communications industry, Deron's career has been built upon solid experience as both an agricultural editor, as well as a leader with the top-tier agencies and clients he has served. At each stage of his career, he's taken past experiences and used them to build innovative approaches and professional positions that more effectively serve his client's busi- nesses. After joining Rhea + Kaiser as Director of Public Relations in 2005, Deron doubled the size of the agency's PR division, building busi- ness with current R+K clients. He also played an integral role in bringing new PR clients, such as ADM, to the agency. Most importantly, Deron led the development of proprietary PR meas- urement tools that not only helped clarify the benefit of the agency's work to clients and their CFOs, but also provided critical analytical capa- bilities that proved to be the tipping point to at least two key new busi- ness wins. Deron also focuses on building strong teams in support of client and organizational goals, as well as driving excellence and integrity in the execution of public relations. This focus has created a strong, fun, team- oriented culture within R+K's PR group. For the past three years, Deron has served as a lead member of National NAMA's Careers Committee, helping to breathe new energy into this important long-term development initiative. PRODUCT/SPECIES MANAGEMENT Gary Robertson, Fort Dodge Animal Health Gary is just as comfort- able (or more) in boots sorting cattle at the feedlot as he is wearing a coat and tie in the boardroom. His combination of hands-on experience and visionary marketing skills make him a strong force on the Fort Dodge Animal Health team where he serves as Marketing Manager of Livestock Biologicals. The numbers tell the story. Gary meticulously analyzed the sales numbers and public image of a brand suffering from lagging performance and a tarnished reputation. Based on his findings, he formulated a plan and set objectives that ultimately repositioned the brand and delivered a 32 percent increase in sales. Gary has also streamlined communi- cation between internal manufactur- ing and production teams to reduce back orders by 55 percent. His inno- vative, yet practical thinking allow him to keep customers happy while penetrating competitive markets. He's not afraid to push the envelope either. Whether it's taking a chance on new media or rallying co-workers to wake up at 4:00 a.m. to apply floor decals on a convention center side- walk in cover of darkness, he's willing to try unusual approaches to solve problems. And though his busy travel schedule 18 Agri Marketing November/December 2009
Marketing Services Guide 2010
World Ag Congress