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Agrimarketing : May 2008
May 2008 ¦ AgriMarketing 25 AGENCY UPDATE MARKETERS REPORT ON WHAT THEY EXPECT FROM THEIR AGENCIES Editor’s note: We invited prominent agri-marketers to provide their insight into their organizations’ expectations of their marketing communications agencies and their measurers of success. FMC, PHILADELPHIA, PA by Paul Redhage FMC Communications Manager There’s excitement among FMC team members as we work on a growing number of new product introductions. Just five years ago, we had about four major campaigns. Today, our plate overflows, while working on over 20 brand and crop cam- paigns. We are driven to pro- vide solutions to specific market needs and respond quickly through new brand introductions, product acqui- sitions, and supply agreements. Capture LFR and Mustang Max insecticides, plus Command and Aim herbicides continue to get support, but a growing list of products, often mem- bers of brand families are consuming greater attention. Authority First, Authority MTZ and Authority Assist, Spartan, Spartan Advance, and Cadet herbicides now solve specific prob- lems that more farmers are experienc- ing with weed misses and resistant weeds. New insecticide brands such as Hero, Hero EW, Brigadier, Brigade WSB, and Mustang Max EW manage insect pests that are not controlled by seed treatments or BT seed/crops. The challenge for our marketing, communications and agency part- ners is incredible. Customer segmen- tation, target and database market- ing, adoption of innovative pro- motional strategies, and employing new e-Business tools is enough to cause one to pull one’s hair out. (Maybe that’s why I don’t have to head to the barber quite as often.) As a result, my agency partners at NK in Kansas City, MO, and Tech- nekes in Charlotte, NC, have found that the traditional ad agency and database company roles have been left behind and transitioned into a rapidly adapting, brain-expanding, get it done a new, cost-effective way profession. Agency team members have to think out-of-the-box, bring important market insight, and be ever mindful of what will bring the most profitability to the customer and FMC. Of course, “the given” is to uti- lize outstanding creative and on- target media to get the most out of every dollar, since we are out spent by practically all of our competitors. FORT DODGE ANIMAL HEALTH, OVERLAND PARK, KS by David Juda Director of Marketing/ Livestock & Equine Products I oversee the livestock and equine business for Fort Dodge Animal Health in the U.S. I am responsible for a diverse range of veterinary and over the counter products serving the animal health needs of beef, swine and dairy producers, as well as horse owners. Some of our key brands include CYDECTIN Pour-On, ToDAY and ToMORROW, PYRAMID/ PRESPONSE vaccines, SYNOVEX implants, West Nile-Innovator, Flu- vac-Innovator vaccines and QUEST/QUEST PLUS dewormers. I manage these brands and this busi- ness with the support of a very com- petent team of product managers and marketing assistants. Our primary advertising agency of record is Latorra, Paul & McCann (LP&M) in Syracuse, NY. LP&M has been retained by Fort Dodge for (more on page 26) Redhage Juda is now available online! To view, go to www.AgriMarketingDigital.com. To receive an e-mail alert when each issue is available, e-mail your request to be added to the list to: info@AgriMarketing.com.
May 2008 Supplement
Canadian Agribusiness Employer Guide 08