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Agrimarketing : May 2008
With today’s leaner budgets and demand for measurable, bottom line results, it’s never been more important to have efficient, effective measuring techniques in place to validate the soundness of the strategy. Nicholson Kovac is a recognized pioneer of this “R.O.I. Marketing” approach, and it is one of many reasons why our agribusiness practice continues to flourish. Nicholson Kovac’s plan- ning process begins with a 360-degree review of the marketplace using more than 150 market infor- mation services. Further analysis and the use of proprietary planning matrixes and models helps us create a smart, rele- vant plan for the client. This plan is only the first step — a relevant, impactful message is the oxygen that gives it life. This essen- tial ingredient permeates all ele- ments of the plan. In today’s marketplace, with the plethora of messages all vying for the agri-marketer’s channels and cus- tomers, relevance is the critical differ- entiator. Big ideas that are not relevant are merely ideas lost in the clutter. So in our culture, the letters R.O.I. mean two things: Return on Investment and Return on Ideas. Both are critically important to success. Our culture of planning is what sets Nicholson Kovac apart. Without it, we would be just another market- ing communications agency. Our clients tell us that our strategic approach to creating high R.O.I. inte- grated marketing communications programs is the key reason they choose Nicholson Kovac. We believe the greatest compli- ment our clients can give us is to continue to invest in us as their strategic partner. OSBORN & BARR ST. LOUIS, MO www.osborn-barr.com by Steve Barr, CEO 2008 is a big year for Osborn & Barr (O&B), because we’re celebrating a significant milestone — our 20th anniversary. Specifically we’re marking 20 years of working in partnership with our clients to deliver solid results, 20 years of creating belief in our clients’ brands, and 20 years of cultivating strong industry relationships. It’s an accomplishment we’re proud of, and one that we plan on building on long into the future O&B’s success throughout the years is the result of a variety of fac- tors, including having great clients; representing brands, products and philosophies that we believe in; and our employees’ dedication to deliv- ering work that yields results. However, one philosophy ties all of these factors together for us — staying true to our roots. Our agri- cultural and rural roots, that is. Since we opened our doors for business, our work has been driven by a deep respect and love of agri- culture and the rural lifestyle. To us, agriculture and rural living was a familiar and comforting part of our child- hood, they are our passion in the present, and our driving force as we plan for the future. Those values keep us honest in a competitive business. They also show in the work we deliver for our clients. Perhaps that’s why we’ve grown to become one of the largest agricul- tural- and rural-focused marketing communications agencies in North America, growing from one single office, four employees and one account (Monsanto) back in 1988 to a staff of more than 140 profession- als, offices in St. Louis, Kansas City, Des Moines, and Guelph, ON, and a deep client portfolio. So while we take time out this year to celebrate our 20th anniver- sary, we will undoubtedly be mark- ing something much more signifi- cant: our dedication to agriculture and rural living and our continued commitment and investment into ensuring our roots are deep enough to sustain a promising future. QUARRY INTEGRATED COMMUNICATIONS WATERLOO, ONTARIO www.quarry.com by Alan Quarry, President I closed my comments last year with a reminder of Quarry’s mantra that has sustained us through many years of building our clients’ businesses: Think and feel like the customer, always anticipate, and have fun. While our industry continues to evolve, we, at Quarry continue to live and work by those ideals. The current eco- nomic climate in agriculture is creating a lot of opportunities. We need to capi- talize on these opportunities in a credible way that builds a solid foundation for the future. With the consolidation and the proliferation of partnering/tech- nology sharing among leading com- panies, the industry continues to “get smaller,” while marketing and communications opportunities and technology continue to advance. We anticipate and stay ahead of emerg- ing technologies and industry devel- opments — in both production agri- culture as well as communications — in order to deliver on our brand promise of “Ideas that Build.” Over the past year, we have con- tinued to expand our Rural Roots customer insight initiative — part- nering with more than 100 North American growers/producers — of virtually all crops and livestock to build a community for ongoing com- munication, knowledge and insight for our agriculture clients. This is truly a case of the “we are smarter than me” thinking. In this vein, and on a more gran- ular level, we’ve recently added the ability — via some very sophisti- cated eye tracking software — to analyze communications tools for impact and ‘stickiness’. This technol- ogy will help us better fine-tune our work for maximum efficacy and effi- ciency, something all of our clients are asking for. AM 34 AgriMarketing ¦ May 2008 AGENCY UPDATE /Agency Leaders continued from page 32 Kovac Barr Quarry
May 2008 Supplement
Canadian Agribusiness Employer Guide 08