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Agrimarketing : May 2012
56 AG PR HALL INDUCTEES ORWIG AND LERCH AGRI MARKETING (ISSN No. 0002-1180), the magazine serves agribusiness management, marketing, sales and communications executives, their ad/pr agencies, ag trade associations and the ag media. Published monthly except combined issues Jan/Feb, July/August, Nov/Dec and semi- monthly in Dec (annual Marketing Services Guide) by Henderson Communications LLC, 1422 Elbridge Payne Road, #250, Chesterfield, MO 63017. Phone: 636/728-1428; Fax 636/777-4178; www.AgriMarketing.com. Subscriptions: U.S., Canada and Mexico: 1-year: $45, 2-year: $76; All other countries: 1-year: $72, 2-year: $122 (all funds are U.S.). Allow 60 days for entry of new and renewal subscriptions. For change of address notice, please include label of most recent issue or go to www.AgriMarketing.com and update the address. Copyright 2011 by Henderson Communications LLC. All rights reserved. AGRI MARKETING is a registered trademark and the property of Henderson Communications LLC. No part of this periodical may be reproduced or transmitted in any form or by any means, electronic or mechan- ical, including photocopying, recording or by any information storage and retrieval system without permission in writing from the publisher. Contributors: No responsibility is assumed for unsolicited materials. To locate topics and obtain past articles: go to www.AgriMarketing.com and access the "Archived Issues" link. Periodical postage paid at Chesterfield, MO, and additional mailing offices. POSTMASTER: Please send change of address to AGRI MARKETING, P.O. Box 16123, St. Louis, MO 63105. Send Canadian post returns to: AGRI MARKETING, P.O. Box 25542, London, ON N6C 6B2. Printed in U.S.A. Canada Post International Publications Mail Product (Canadian Distribution) Sales Agreement No. 40025490. MAY 2012 VOLUME 50 NUMBER 4 WHOLE NUMBER 534 is proudly associated with: Front cover photo courtesy of Deere & Co. 8 4-H GALA May 2012 Agri Marketing 3 4 FOR OPENERS 6 AT CLOSING 8 FYI NEWS & NOTES 10 MARKETING NEWS 12 MEDIA NEWS 14 ASSOCIATION NEWS 16 AGENCY NEWS 73 CALENDAR/AD INDEX DEPARTMENTS 17 THE SCOOP ON RECRUITING: EXIT INTERVIEWS PROVIDE FEEDBACK 18 CAMA UPDATE: QUÉBEC NEWS 19 NATIONAL NAMA NEWS marketing communications agency update 23 IT'S ALL ABOUT THE DETAILS AT MCCORMICK COMPANY'S NEW OFFICE 24 WHAT'S NEW IN THE AGENCY BUSINESS? 30 LISTING OF LARGEST COMMUNICATIONS AGENCIES 36 THE LARGEST SHOPS 2012 NAMA marketer of the year 42 ALWAYS KEEP LEARNING 48 RURAL LIFESTYLE: A PAULSEN SPECIALTY 54 PAULSEN: AUTHENTIC AGRICULTURE 55 INSIGHTS FROM PURDUE: YOUR FRIEND THE INCOME STATEMENT 56 AGRICULTURAL PUBLIC RELATIONS HALL OF FAME INDUCTEES 57 AGRI MARKETING MAGAZINE TURNS 50! 2012 NAMA agribusiness lead of the year 58 SEARCHING FOR OPPORTUNITIES 65 USB, SOY CHECKOFF STRETCH DOLLARS, ACHIEVE PROGRESS 66 UNITED SOYBEAN BOARD RESTRUCTURES 68 ProSelling: BUILDING THE RELATIONSHIP focus on market research 69 MIXING METHODS IN MARKET RESEARCH 70 UPDATES FROM MARKET RESEARCHERS 74 VIEW FROM THE TOP: LELY NORTH AMERICA