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Agrimarketing : January February 2008
Charleston | Orwig is a $47 million, 47-person commu- nications agency founded in 1992 in the heartland of the United States. NAMA caught up with industry leader Lyle E. Orwig and asked him to weigh in on how he's cultivating new talent and reaching out to the next generation of agri-marketing professionals. The 2008 Conference will also address this timely topic in a breakout session. See the special insert in this section for more details. What advice do you have for new professionals entering the industry? Congratulations. You're embarking on a journey into an industry that has no equal. But it's not so much an industry...it's more a family where people not only care about your company, but about you as an individual. Agriculture's challenges...to feed the world...will take our combined effort. So work hard, find a mentor in the industry and roll up your sleeves. How has the industry changed since you began your career? Typewriters have evolved into computers. Carbon paper has become carbon footprints. And photography has become digital. The pace continues to quicken, and the consolidation continues. But the need for people who understand and can communicate about food and agriculture continues to grow. What keeps you passionate and interested in your career? The future. Every day is a new challenge on how to improve on yesterday and make our clients, company, nation and world a better place to be. How can I contribute to that today! What is your company doing to recruit and cultivate new talent? We provide scholarships and internships to grow and draw talent to our industry and Charleston|Orwig. We encourage each employee of C | O to be actively engaged in an organization like NAMA to better themselves, C | O and the industry. We travel to colleges and universities and talk about the industry, our company and the exciting future for them. Do you seek out opportunities to mentor young professionals? Yes. We participate in several mentor programs sponsored by groups like NAMA and AAEA as well as the alma maters of our employees. We maintain a year-round intern program and conduct numerous informational interviews throughout the year for new graduates as well as newcomers to the ag and food industry. agribusiness were also examined during the lively, interactive discussions following each session. The well-rounded mix of perspectives shared by each presenter laid the ground for thought-provoking debate. Forum goers appreciated the chance to speak one-on-one with session leaders as well as the insightful analysis of the moderator who began and closed each discussion--- a helpful new addition to this year's Forum. Cutting-edge technology that will allow even more ag professionals to benefit from the knowledge and tools shared in Kansas City was another new feature added to the 2007 gathering. One select session was available by podcast courtesy of Truffle Media Networks, and several Forum events were blogged thanks to Paulsen Marketing Communications. Jenny Pickett, Executive Vice President, Meet an Industry Leader LYLE E. ORWIG, CHIEF EXECUTIVE OFFICER, CHARLESTON |ORWIG From left to right: Jeff Pence, Farm Journal and Forum moderator; Bill Heffron, sales award winner, retired from Bock & Associates; Pete Kovac, marketing communications winner, Nicholson Kovac; Greg Smith, public relations winner, Padilla Speer Beardsley; Klaas Okkinga, product/species management winner, Boehringer Ingelheim Vetmedica, Inc.; and Jeff Jackson, Farm Progress. Forum CONTINUED CEO, of NAMA, is pleased the association is taking advantage of new technology. "These are the media our members are using in their businesses, and more and more they're turning to blogs and the web for information," she said. "We want to evolve to meet the needs of our membership." For more information on other events hosted by NAMA, please visit www.nama.org. 26 AgriMarketing January/February 2008
2008 Marketing Services Guide
Crop Life America