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Agrimarketing : May 2008
AGENCY UPDATE UPDATES FROM AGENCY LEADERS Editor’s note: We invited the leaders of marketing communications agencies that specialize in the agricultural industry and rural lifestyle markets to share what’s new in their shops. ADFARM, KANSAS CITY, MO www.adfarmonline.com by Nolan Berg, CEO Among all the top agri-marketing communications agencies, AdFarm is the only one that is 100% dedicated to agriculture. We’re proud of that distinc- tion. It means every AdFarmer is concentrated on finding better insights and solutions for agri- cultural markets and issues. With that level of focus, we are constantly talking to our industry contacts — policy makers, universities, media, and growers — to stay fully aware of the trends and factors that affect agribusiness. It’s a wonderful time to be a part of agriculture right now, but it is changing at an increasingly rigorous pace. With an upsurge in biofuels and other non-traditional uses for crops, and increased demand from prospering foreign economies like China and India, prices are at record levels. The current upswing in com- modity prices is a boon for growers, but it’s also masking a number of current and near-term challenges we’re monitoring. Rural and urban markets are starting to converge as well. The rural community traditionally referred to farmers. Now it includes more retirees, commuters and recre- ational users. That only raises the importance and complexity on issues involving land, air, water and energy. As we develop strategies for our clients, we reflect on current and emerging trends affecting agriculture before considering any solution. At AdFarm, our focus on agricul- ture allows us to drive deeper for insights into the challenges and issues our clients engage us to help with. The process we use to distill all the critical inputs: the situation, the market, the key messages, the targets, the contin- gencies. From that point, we’re able to be more surgical in the tactics we implement: creative, media, public relations, interactive, CRM, etc. The business of agriculture is only becoming more dynamic, more demanding. At AdFarm, we believe it requires an agency with a 100% focus on agriculture to provide our clients with key insights and an understanding of how best to com- municate their messages with rele- vance, credibility and impact. We’re doing everything possible to help our clients keep charging ahead. BADER RUTTER & ASSOC. BROOKFIELD, WI www.baderrutter.com by Greg Nickerson, Pres/COO Our agency continues evolving to meet the ever-changing needs of our clients. Certainly, we live in a dynamic environment that will penalize any organization content to rest on its laurels or tread water. To ensure that we stay at the top of our game, we subject our agency brand to the same rigorous strategic process we take our clients’ brands through. Ultimately, we determined that what our clients look for are passion- ate, knowledgeable and creative peo- ple who deliver breakthrough think- ing. Even in the digital age, our research bore out that people still make the difference. And we’re very proud of the talented cast we’ve assembled. To stay ahead of our client’s needs, our service offering continues to evolve. Here are a couple examples: We doubled our digital/interactive staff during the last year and acquired cutting edge technology that all of our clients can now access. Another area of growth is in the strategic services we offer. We under- stood some years ago that the diffu- sion of message delivery vehicles would place a premium on con- sistent, focused brand message delivery. Our dedi- cated Brand Asset Manage- ment group has seen significant growth as our clients have come to understand how important it is to their success. That’s particularly true right now as the competitive clutter at the grower level is at an all-time high. Every input provider wants that incremen- tal dollar so we need to work very hard to ensure we have the right message, delivered at the right time to the right audience. We’re very bullish on the agricul- tural sector. We believe history books will tell us that this is a time period that will rival eras such as mechanization for its importance. A new paradigm is being established and we’re excited to build our lead- ership role in the agri-marketing business. BROADHEAD + CO MINNEAPOLIS, MN www.broadheadco.com by Dean Broadhead, President This is one of those rare periods when rural America is feeling a bit more bullish than its city cousins. From a busi- ness perspective, it’s truly good to be serving the interests of agribusiness and rural America. That said, we’re cautiously opti- mistic of the future. Not being an economist, I can only read the tea leaves. The short term outlook is strong but we’re keeping a close eye on the scrutiny of biofuels in light of food prices. 28 AgriMarketing ¦ May 2008 Berg Nickerson Broadhead
May 2008 Supplement
Canadian Agribusiness Employer Guide 08