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Agrimarketing : May 2008
May 2008 ¦ AgriMarketing 39 AGENCY UPDATE ADFARM Kansas City, MO 816/842-5983; FAX: 816/221-5833 Branch offices: Calgary, AB; Fargo, ND; Guelph, ON New Business Contact: Kathryn Pinke, email@example.com Agency Producer- Rural Professional Total Agribusiness Funded Lifestyle Products Agency Income $9,996 $9,267 $315 $81 $333 No. of Employees 99 99 MEDIA USAGE Advertising 70% 70% 80% 72% Public Relations 12% 19% 0% 3% Sales Promotion 6% 0% 0% 11% Direct Marketing 6% 1% 0% 5% Web-Based/ Electronic Mktg 3% 7% 0% 8% Other 3% 3% 20% 1% Agribusiness Clients: Agricore United; Agricultural Management Institute; AgriGold Hybrids; Agrium; Alberta Sunflower Seeds Ltd.; American Crystal Sugar; Bayer CropScience Canada; Bayer CropScience USA; Beef Informa- tion Centre; Beefbooster; Betaseed; Brandt Agricultural Products; Bunge NA; Canadian Beef Breeds Council; Canadian Cattle Identification Agency; Cana- dian Nursery Landscaping; Cargill; Case IH Roughrider; CNH; Croplife Inter- national; Destron Fearing; Dow AgroSciences Canada; Ducks Unlimited; EMD Crop BioScience; Farm Credit Canada; Forage First; Gencor Inc./Gencor Foods; Goodyear; Haldimand-Norfolk; Hubbard Feeds; Hyland Seeds; Inter- vet; James Richardson International; Jay-Lor; Land O'Lakes; Maisex Seeds; Novartis Animal Health; Novartis Aquaculture; Ontario AgriCentre; Ontario Ministry of Agriculture, Food and Rural Affairs; Outstanding Young Farmers; Prairie Farm Rehab; RBC Royal Bank; Red Wing Software; Saskatchewan Wheat Pool; Seminis; Straw Track Manufacturing; Tharaldson Ethanol; Titan Tire; United Farmers of Alberta; Viterra; Western Grain Elevators; Wil-Rich; Zinpro Producer-Funded Clients: American Hereford Association; Canadian Pork Council; Canadian Seed Growers Association; Flowers Canada; Illinois Soy- bean Association; North Dakota Corn Growers Association; North Dakota Farmers Union; North Dakota Soybean Council; Ontario Corn Producers' Association; Ontario Dairy Herd; Ontario Pork; Ontario Wheat Producers' Marketing Board; Pork Marketing Canada; Potato Growers of Alberta; Spitz Sunflowers Rural Lifestyle Clients: Canadian 4H Council; Canadian Wind Energy Associ- ation; Country Heritage Experience; Fountain Tire Professional Products Clients: Bayer Animal Health Inc.; Canadian Agricul- ture Hall of Fame ARCHER>MALMO Memphis, TN 901/523-2000, 800/535-8943; FAX: 901/523-7654 New Business Contact: Mary Lynn Gratzer, firstname.lastname@example.org Agency Producer- Rural Professional Total Agribusiness Funded Lifestyle Products Agency Income NA NA NA NA NA No. of Employees 100 12 Agribusiness Clients: Helena Chemical Company* (2007); Southern Cotton Ginners Association* (2007); Valent USA Corp. (2001) Professional Products Clients: Valent USA Corp. (2001) AYRES KAHLER Lincoln, NE 402/441-4700; FAX: 402/441-4740 Branch office: Omaha, NE New Business Contact: Mick Sibbel, email@example.com Agency Producer- Rural Professional Total Agribusiness Funded Lifestyle Products Agency Income NA $460 $0 $0 $0 No. of Employees 35 12 Agribusiness Clients: Curry Seed* (2004); Farmers National* (2003); Firestone Ag Tires* (1996); Hoegemeyer Hybrids (2000); The Scoular Com- ANNUAL LISTING LARGEST COMMUNICATIONS AGENCIES All dollar amounts are reported in U.S. thousands. * Denotes projects only. Following is AgriMarketing magazine’s annual listing of the 30 largest agencies whose clients are selling products and services to the markets served by this magazine. There are a few items that are new this year: • Traditionally, the magazine has included a listing of those agencies providing service to agribusiness-based and producer-funded organi- zations only. However, this year, at the request of many members of the magazine’s audience, agencies were asked to break out their income for Professional Products. Added this year is the income from those clients selling to the Rural Lifestyle market. • Because these new categories required additional space to report the listing, the number of agencies in it has been limited to the 30 largest, based on the income they reported receiving from the four categories. For a more comprehensive listing of all of the agencies providing to service to the four categories, go to: www.AgriMarketing.com and from the upper left hand corner access the “Archived Issues” link. Then view the 2008 Marketing Services Guide. To be included in the listing, an agency was required to respond to the survey questionnaire. At the request of the participating agencies, “Income” is the stan- dard that is used to report the findings rather than “Billings.” Billings can be calculated in a number of different methods, whereas Income is a more standardized statistic. Income is defined as all revenues received by the agency for performing services on behalf of their client. All amounts shown are in thousands of U.S. dollars. THE CATAGORIES Following are definitions of each category: • Agribusiness: clients that are selling products/services to ag produc- ers, ranchers, and integrators. Also includes the distribution channel, land owners or others specifying products such as veterinarians, nutri- tionists, crop consultants, professional farm managers, Certified Crop Advisers (CCA), etc. This category includes seed, traits, crop protec- tion, plant nutrients, machinery, animal health, feed, farmstead struc- tures, water management, etc. • Producer-funded: clients that are funded by ag producer or rancher- supported organizations that are selling feed, food, fiber, biofuels, etc. This category includes check-off organizations, industry-related trade associations, co-ops, etc. • Rural Lifestyle: clients that are selling products and/or services to small/hobby/sundowner farmers and consumers that are living in rural areas. • Professional products: clients that are selling products and/or ser- vices to the companion animal, turf & ornamental, landscape, golf course, roadway maintenance or similar markets. (more on page 40)
May 2008 Supplement
Canadian Agribusiness Employer Guide 08