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Agrimarketing : May 2008
26 AgriMarketing ¦ May 2008 more than 20 years and works across all of our business units, including companion animal. Our business environment is extremely competitive and changing constantly. Addressing the ever- changing challenges of the industry is one of the top priorities of our Product Team and advertising agency. With regard to advertising agency expectations, we’ve set the bar high and evaluate our agency regularly to help ensure optimal results and return on investment. • Core Capabilities: We require our agency to have the prod- uct/category knowledge and expe- rience, insight into the market, and the ability to develop relevant solutions. Our target audiences are varied including veterinarians and consumers as well as our sales force, distribution channels and influencers. Creative capabilities, as well as the ability to deliver marketing and advertising prod- ucts on aggressive timelines, are also important. Client service, response and reliability are also continuously evaluated. • Track Record: We believe an agency’s track record with our business proves their value. Devel- oping “homerun” campaigns time and time again shows an agency’s ability to learn, grow and innovate with your business. This ability is the result of partnership and trust forged between client and agency during a significant period of time and evolutions in the marketplace, industry and company. An agency who can stay fresh for the long run is a highly valued partner. In order for Fort Dodge Animal Health to grow even larger than our current sales of a billion dollars, we need successes at every level: prod- uct development, sales, customer service, professional services and, of course, marketing. We strongly believe we can achieve this growth and success with great people, lead- ership and the trust we place in our key partners. WYFFELS HYBRIDS GENESEO, IL by Mark Risley Marketing Director Wyffels Hybrids is a regional pre- mium seed corn company focused on and dedicated to the advancement of seed corn technology and genetics. At Wyffels Hybrids we want an agency will- ing to engage and become a partner in our business. We uti- lize the Hondo Group and in a short time they have become very much involved in several aspects of our seed corn business. Not only do we expect their expertise in advertis- ing, creativity, and brand building but they are also involved in developing the strategy, planning and execution. Get out, go and learn. We expect our agency to have a solid background and knowledge in the seed business. But it should not stop there, they should be willing to get out of the office and develop relationships with customers and employees. We are a small business compared to some of the better known seed brands and we need a partner who understands that and helps our organization develop the strategies we can execute. Honest and trustworthy. Your agency should be willing to provide honest feedback and recommenda- tions. That type of honesty can lead to some difficult discussions but allows the agency to bring an outside per- spective and help move the business forward. The agency needs to bring a perspective that is straight-forward and honest, leading to a healthy cul- ture for both parties. Bring some sizzle. The seed busi- ness can often look similar to cus- tomers; yield, roots, stalks, corn plants, etc. The agency should play a key role in breaking your brand through the clutter. Fun. Finally, at the end of the day the people and teams you work with at the agency should be fun to work with. With great chemistry, trust, and a fun element you can have a great environment to create some powerful ideas. AM AGENCY UPDATE /Marketers Report continued from page 25 New York • Chicago • Raleigh • Zurich • Pacific Rim • Latin America www.gibbs-soell.com To really shine in ag PR, you have to get your boots dirty. At Gibbs & Soell we align everything we do with our clients' objectives and strategies — of course. But getting our boots dirty is the extra step that's made us number one in ag PR. Because out in the field is where your customers are and where your brands live. That's why you'll find our people in conference rooms and corn fields, in head sheds and tool sheds, in biotech labs and tractor cabs. We put what we learn into targeted, customer-focused communication programs that get results. To learn more, contact Mark Monroe at (212) 697-2600 or firstname.lastname@example.org Risley
May 2008 Supplement
Canadian Agribusiness Employer Guide 08