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Agrimarketing : May 2008
32 AgriMarketing ¦ May 2008 achieve our clients’ marketing objec- tives, including: • Brand management • Traditional and new-age advertising • Public/media relations • Digital communications, • Relationship management • Continuing education and sales, and training. Strategic thinking and deep audi- ence understanding form the foun- dation of campaigns that drive results. While that approach has always been true, we are finding new ways to bring those ideas to life in new, exciting ways. The future is bright. GIBBS & SOELL NEW YORK, NY www.gibbs-soell.com by Mark Monroe, Sr. Vice President While a newspaper reader’s eyes are initially drawn to photos and head- lines, Web page users first look at copy — that’s right, copy — as they search for information that’s of inter- est. What’s more, once a Web user clicks on a full article, he or she will read much more of it than will a typ- ical newspaper reader. Surprise. Beyond entertainment and social uses, most users also come to the Internet for in-depth information and content. At Gibbs & Soell (G&S) we’ve always had a passion for content — the critical substance that backs up the style and delivers on the strategy, moving the target audience from awareness to interest to comprehension of your brand. We’ve always understood that a farmer looks at a TV ad, brochure or magazine article through different fil- ters. Ads drive awareness; collateral and direct add depth and detail; and PR infuses the campaign with credibil- ity. Some situations call for out-of-the- box creativity others for facts, figures and analysis. Now the Internet pro- vides another platform, huge, fast and interactive, for all of these. USDA reported last year that 75% of large farms had Internet access, up from 72% in 2005. The big change, however, was that 59% of that access was through high-speed connections, compared to just 34% in 2005. We doubt these producers are looking for the latest on Paris and Britney via their new high-speed connections. When it comes to busi- ness, they want information that can help them produce more, market better and maximize profits. G&S uses not only market research, but personal, on-farm visits to understand our clients’ customers better. We apply our exclusive, proven IPower process to develop relevant, consistent, compelling mes- sage platforms. And we take a jour- nalistic approach to digging up and presenting the right information, often from third-party sources, to back it all up. However it’s delivered, content is still king. MCCORMICK CO. KANSAS CITY, MO www.mccormickcompany.com by Laura Mayfield, President Though our roots at McCormick Com- pany run deep in agriculture with our start in 1926, we’ve expanded our reach over the years into virtually all agricultural sectors by helping clients market equipment; animal health, nutrition and genetics; financial ser- vices; biotechnology; and association services. Our offices are located in Kansas City, Amarillo, Des Moines and Fairport, N.Y. McCormick Canada opened in 2004. As a full-service agency, McCormick built a solid foundation with its core competencies in sales and marketing communications. We have a depth of knowledge and expertise in a variety of industries, with an emphasis on agriculture and the rural lifestyle market. A large part of what we do is help drive market segmentation for our clients, then seek out and lever- age sales growth opportunities within those segments. In addition to traditional communications capabili- ties — we’ve strengthened our digi- tal service offering. Integrating tradi- tional communications with interactive allows our clients not only to talk to, but truly connect and engage with their customers. Zeroing in on the right combina- tion and getting results for our clients is our passion. As agri-marketing companies continue to look for additional growth opportunities, market research and trends show that the rural lifestyle audience will remain a significant segment for marketing future products and services. Cap- turing their attention at the right time, with the right message will make the difference in whether or not a company is successful. Our involvement in the industry allows us to bring together key lead- ers and drive the process to have strategic discussions on challenging issues. The ability to build strong, dynamic coalitions within leadership circles is one of the strengths that sets McCormick apart from other agencies. For more than 80 years we have remained true to our mission — work hard, work smart to deliver the highest quality service to our clients. NICHOLSON KOVAC KANSAS CITY, MO www.nicholsonkovac.com by F. Peter Kovac, President/CEO For 28 years, Nicholson Kovac’s 125 employees have partnered with its clients to create what we call Relevant Ingenuity. We use a research-driven, propri- etary process to ensure we have an intimate knowledge of our clients’ business, enabling us to create strate- gies and tactics that will deliver the optimum return-on-investment. This intense commitment to create suc- cess for our clients is at the very heart of Nicholson Kovac’s culture. Our base of agricultural clients, like the industry itself, keeps grow- ing. This is due to increasing diver- sity in the number of industry seg- ments and to the fiercely competitive nature of the industry. AGENCY UPDATE /Agency Leaders continued from page 29 Monroe Mayfield (more on page 34)
May 2008 Supplement
Canadian Agribusiness Employer Guide 08