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The successful launch of CallistoTM herbicide for Syngenta Crop Protection in 2002 represented a team effort between Syngenta and its six agency partners. Led by Syngenta communications managers Janet Dinsmore and David Pinon, each agency involved with Callisto had a unique and integral role in achieving brand success.

G&S DELIVERS PUBLIC RELATIONS EXPERTISE

Gibbs & Soell Public Relations, Raleigh, N.C., led the publicity, collateral and trade show support efforts with Bob Bowman, senior vice president; Caryn Pearson, senior account executive; and Lela Griffin, client service manager. "Our goal is to ensure product success by working behind the scenes to establish brand name awareness and positive product experience to facilitate rapid adoption and market growth," says Bowman. "In the past year, Callisto has established itself as a market leader, but our work continues to ensure the success of the Callisto family of products for years to come."

CREATIVE ADVERTISING MAKES ITS MARK

Minneapolis-based Martin|Williams continues to make its creative mark on advertising and direct mail components of the Callisto campaign. Led by Tim Burke, management supervisor, the Martin|Williams team includes Dave Hepp and Bob Hill in account service and Terry McInroy in media. "Advertising efforts have focused on marrying the visual tonality of the Callistemon citrinus tree with the performance message of Callisto herbicide," says Burke. "It is a unique herbicide that offers the opportunity to present a unique message that creates lasting impact. Media choices along with direct and outdoor executions accentuated this uniqueness."

TAKING A TARGETED APPROACH

Nicola Steffen and Debbie Bradley with Synapse Technology, Charlotte, N.C., took on the challenge of supplying and maintaining database-driven communications. "Syngenta has a reputation for developing high-quality products, so it's no surprise that they were able to bring a product such as Callisto to the marketplace," says Bradley. "By carefully analyzing the database, we were able to identify corn growers whose weed control needs matched the performance profile of Callisto," adds Steffen.

SHOWING OFF A NEW COMPANY AND A NEW PRODUCT

Cyndi Calloway, senior account manager for Syngenta with Exhibit Resources, Raleigh, N.C., shouldered responsibilities for trade show booth and banner design, representing the new personality of Syngenta and where the company plans to move in the future with innovative products. "To complete the integration of the new Callisto message, we expanded on creative materials from the agencies to further the messaging into a three-dimensional trade show marketing effort," says Calloway.

POINTING IN THE RIGHT DIRECTION

Tom Thul and Dave McLinn of Directions Research, Mason City, Iowa, laid the foundation for the Callisto campaign with focus group work and market research, as well as analysis of geographic strategies and message retention. "Syngenta clearly values the insight and
perspective gained through a solid marketing research program," says Thul. "And it shows in the immensely successful launch of Callisto."

AT YOUR SERVICE

As direct response specialists, RSVP Communications, Greensboro, N.C., views their role as integral to the success of the entire marketing team effort. "Serving as the fulfillment, direct mail and response handling source for Syngenta, it was our job to ensure that Callisto promotional materials and collateral were launched to reach field sales, dealers and growers at the appropriate time," says Cyndi Tew, RSVP vice president of account management. "RSVP partners with Syngenta agencies to help facilitate a cohesive marketing initiative. On an ongoing basis, we continue to respond to requests for information and to fulfill orders of material used to support Callisto sales." AM


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