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Agrimarketing : October 2012
recent rankings, with Bader Rutter continuing to be ag's largest agency with its key Dow AgroSciences account among others. Osborn & Barr is second, followed by McCormick, AdFarm and Gibbs & Soell. Just as there were many mergers on the corporate side, so, too with the agencies. Some were sold to national entities like CMF&Z to Y&R , Fletcher/Mayo to DDB and Rumrill Hoyt to Saatchi & Saatchi. Others merged with other independent agencies, but many simply tried to stay on the right side of the increasing number of ag company mergers over the past 50 years. We have highlighted the largest U.S. ag communication firms in this look back. But it's important to also acknowledge the many smaller agencies that made huge strides for the industry over the years.Agencies like John Volk, J I Scott, Biggs/Gilmore, Brighton, Davis Harrison, Swanson Russell, Brady Company, Peterson Morris, Anderson, Brickman, Baxter, Beget, Brewer, Eggers, Harold Flint, Archer Malmo, Dave Brown, The Duff Company, The Dundy Company, Jones and Thomas, Sawyer Riley Compton,Vermont &Paulus, Kendrick, Gardner, Vanguard, Lessing-Flynn, Integer, The Meyocks Group, Mullen Jordan Weiss, Stephens & Associates, Sullivan Higdon & Sink, Freebairn & Co. and many more. The new century has seen the rise of a new group of communication firms staking out their territory in this age of social media, mega-farmers, global focus and channel communications: AdFarm, Broadhead, Charleston|Orwig, FLM+ (Farmer, Lumpe + McClelland), Paulsen Marketing and Woodruff Sweitzer are six of the fastest growing firms, competing with long time industry leaders Bader Rutter, Gibbs & Soell, Osborn & Barr, Colle+McVoy and Rhea & Kaiser. These larger firms have all further transformed themselves into truly integrated communication firms for a new agriculture. It seems Clancy Strock's tongue in cheek vision of that one remaining farmer is perhaps going to have to wait at least another 50 years. So, too, we see no sign of the sometimes- forecasted "demise" of specialized ag communications companies. In fact, it's likely we have not yet seen the true impact these agencies will have. AM 82 Agri Marketing October 2012 Communications Agencies | Overview | continued from page 80 Ted Priebe is former Editor and Associate Publisher of Agri Marketing (1973-1980). Later in his career, he held leadership roles at Miller Meester Advertising, Meyocks & Priebe and now is with FLM+. He can be contacted at tpriebewideopenthinking.com
November December 2012