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Agrimarketing : November December 2006
34 AgriMarketing November/December 2006 Editor's note: All successful product launches require team effort and normally include outside professional services. Here are a few of the Syngenta team's key partners in the launch of AVICTA Complete Pak. PRODUCT OF THE YEAR KEY PARTNERS ASSURE THE PRODUCT'S SUCCESSFUL LAUNCH NEW PRODUCT ON NATIONAL DISPLAY Cyndi C. Treadway, Senior Acct Mgr for Syngenta, with Exhibit Resources, Raleigh, NC, executes trade show responsibilities that represent Syn- genta messages as well as those of the innovative products the company brings to market. "To complete the integration of the new AVICTA Complete Pak brand," Treadway says, "we expanded on creative materials from the agencies to further the messaging into a three- dimensional trade show marketing effort at the Mid-South Farm and Gin Supply Show and Beltwide Cotton Conference." AM ADVERTISING IGNITES AWARENESS Minneapolis-based Martin|Williams continues to make its creative mark on advertising, interactive and direct marketing for the AVICTA Complete Pak campaign. "Our advertising efforts to launch and establish the AVICTA Complete Pak brand focused on the metaphor of no hopper boxes," says Acc't Supvr, Leigh Thiel. "It's truly a revolutionary product in the cotton market, and we were able to get that message across loud and clear with a robust media plan involving print, TV, radio, outdoor, interactive and direct market- ing. Now that AVICTA Complete Pak has been out for a year, we're excited to continue the campaign momen- tum by showing how well it performed." GIBBS & SOELL DELIVERS COMPLETE PUBLIC RELATIONS CAMPAIGN Media relations, collateral development, internal communications, and trade show and event sup- port are only the highlights of the comprehensive campaign Gibbs & Soell Public Relations, Raleigh, NC, delivered to help bring AVICTA Complete Pak to cotton growers. "With this being a new market segment for Syngenta, our goal was to establish a solid inter- nal education level and generate maximum exter- nal exposure prior to the official product launch," says VP Kerry Henderson. "Even though AVICTA Complete Pak has experienced a tremendous introductory year, we are committed to continu- ing this momentum into the next growing season and beyond." The Martin|Williams Advertising team that helped launch AVICTA Complete Pak gather around yellow hopper boxes, a signature icon of the campaign. (L to R) Erin Holte, Media Planner; Paul Durham, Acc't Dir; Leigh Thiel, Acc't Supvr; Kristina Fenner, Acc't Asst; Brenda Ruesch, Acc't Asst. Not pictured: Christine Anderson, Direct Response Planner; Linda Birkenstock, Copywriter; Judy Green Nielsen, Assoc Media Dir; and Jeff Tresidder, Creative Dir. The Gibbs & Soell team (front row L to R) Christa Leupen and Stephanie Moore. Back row (L to R) Julie Richards, Kerry Henderson, Lisa Venters and Heather Pownall.