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MORE BEST OF NAMA AWARD WINNERS
PRODUCER FUNDED PUBLIC RELATIONS PROGRAM TO AG AUDIENCES

CLIENT: Beef Checkoff Program / Cattlemen's Beef Bd and Nat'l Cattlemen's Beef Assn., Centennial, CO - Kendal Frazier

AGENCY: In-house

MESSAGE: To educate cattle producers and others with the appropriate tools to help improve school wellness policies in their communities.

AUDIENCE: Cattle producers and others in agriculture, school and school district officials, community leaders and parents

MERIT: Dairy Management Inc. / The Integer Group

NATIONAL FINALISTS:
Northeast Beef Promotion Initiative-a Project of the Cattlemen's Beef Board / In-house
United Soybean Board / Osborn & Barr Communications

PRODUCER OR COMPANY-FUNDED PUBLIC RELATIONS PROGRAM TO CONSUMERS

CLIENT: National Watermelon Promotion Board, Orlando, FL - Leslie Coleman

AGENCY: In-house

MESSAGE: To promote the consumption of watermenon in the U.S. and Canada, the primary export market.

AUDIENCE: Women 35-54; cooking enthusiasts; health enthusiasts; health-related diet modifiers; children; nutrition and health care professionals; teachers; foodservice professionals and Hispanic groups

MERIT: Council for Biotechnology Information / Fleishman Hillard

NATIONAL FINALISTS:
National Cattlemen's Beef Association / Edelman
4-H Canada / AdFarm

NEWS OR FEATURE ARTICLE

CLIENT: John Deere Worldwide Commercial & Consumer Equipment Division, Cary, NC - Bill Kluto

AGENCY: Osborn & Barr Communications, St. Louis, MO - Liz Suter-Van Leer

MESSAGE: To reinforce to the rural lifestyle market that John Deere is very much aware of the increasing role women are playing in today's equipment purchasing decisions. It also reasserts that John Deere and its dealers are committed to meeting the needs of female buyers.

AUDIENCE: Rural lifestyle market, women

MERIT: One Grower Publishing / In-house

NATIONAL FINALISTS:
Michigan Farm Bureau / In-house
Syngenta Crop Protection / Gibbs & Soell, Inc. - Raleigh
CHS Inc. / Colle+McVoy
Farmer Mac / Gibbs & Soell, Inc.
Dow AgroSciences / Bader Rutter & Associates, Inc.
NK Brand / Gibbs & Soell, Inc.
John Deere Worldwide Commercial & Consumer
Equipment Division / Osborn & Barr Communications

PERSUASIVE WRITING

CLIENT: CHS Inc., Inver Grove Heights, MN - Lani Jordan

AGENCY: Colle+McVoy, Minneapolis, MN - Cynthia Clanton

MESSAGE: To convince the audience that the CHS Board of Directors is providing the level of quality leadership essential to keeping the cooperative on a path to continued success.

AUDIENCE: 3,000 farmer-owners, cooperative managers and customers

MERIT: CHS Inc. / Colle+McVoy

NATIONAL FINALISTS:
McDonald's Corporation / Morgan&Myers
Valent USA Corporation / archer>malmo
Alliance for the Future of Agriculture in Nebraska (A-FAN) / David & Associates
United Soybean Board / Osborn & Barr Communications
Engineered Storage Products Company / OPEN ROADS

NEWS RELEASE

CLIENT: NK Brand Seeds, Golden Valley, MN - Bev Larson

AGENCY: Gibbs & Soell, Inc., Hoffman Estates, IL - Rosie Ralston

MESSAGE: To esablish NK Brand field agronomists as local resources and industry experts. To motivate growers to scout their soybeans and to point out what to look for when they do rediscover the lost art of scouting.

AUDIENCE: Soybean growers throughout 12 Midwestern states (IL, IN, IA, KS, MI, MN, MO, NE, ND, OH, SD, and WI)

MERIT: Schering-Plough Animal Health's Global Animal Management / Fleishman Hillard

NATIONAL FINALISTS:
Cattlesoft, Inc. / In-house
Georgia-Pacific Corp. / Gibbs & Soell Inc.
United Soybean Board / Osborn & Barr Communications
Case IH / Morgan&Myers
Cotton Incorporated / Harvest PR & Marketing, Inc.
Bayer CropScience / Rhea and Kaiser Marketing Communications
Valent USA Corporation / archer>malmo

EVENTS - CUSTOMER EVENTS

CLIENT:
McDonald's Corporation, Oak Brook, IL - Tara Hayes

AGENCY: Morgan&Myers and Golin Harris (Cooperative Consumer Agency), Waukesha, WI - Judy Rupnow

MESSAGE: To demonstrate McDonald's quality leadership in meeting consumer expectations in food safety, innovation and social responsibility.

AUDIENCE: Agricultural and commodity group influentials; Trade and consumer media; McDonald's suppliers; Academia and selected consumer non-governmental organizations

MERIT:
New Holland North America / H.B. Fritz & Associates, Inc./Maclay & Shoemaker Graphics

NATIONAL FINALISTS:
Syngenta Crop Protection / Gibbs & Soell, Inc.
Ethanol Promotion and Information Council (EPIC) / Broadhead + Co, Inc.
The Idaho Potato Commission / Evans, Hardy + Young
BASF Agricultural Products / Quarry Integrated Communications
Pfizer Animal Health / Charleston/Orwig (2)
Syngenta Crop Protection / Gibbs & Soell, Inc. - Raleigh
FMC Corporation / Nicholson Kovac Inc.
Minneapolis Grain Exchange / Idea Outpos
Iowa Soybean Association / In-house

EVENTS - INTERNAL EVENTS

CLIENT: Pfizer Animal Health, New York, NY - Rebecca Teets

AGENCY: Rhea & Kaiser Marketing Communications, Naperville, IL - Sarah Mikesell

MESSAGE: To inform and educate the dairy industry on the differences in using EXCEDE for lactating dairy cattle compared to traditional antibiotics.

AUDIENCE: Pfizer Animal Health dairy sales force including staff veterinarians, area sales managers and territory managers

MERIT: North Dakota Soybean Council / AdFarm

NATIONAL FINALISTS:
Delta & Pine Land Company / Brighton Agency, Inc.
CHS Inc. / In-house
EMD Crop BioScience / AdFarm

COMPANY& ASSOCIATION NEWSLETTERS - EXTERNAL TO FARMERS, GROWERS & RANCHERS

CLIENT: The Idaho Potato Commission, Eagle, ID - Frank Muir

AGENCY: Evans, Hardy + Young, Santa Barbara, CA - Dennis Hardy

MESSAGE: To create an updated communications vehicle to promote the Idaho Potato Commission's work and keep key audiences informed and in the know regarding issues facing the industry and future trends to watch.

AUDIENCE: Idaho potato growers, shippers, processors and distributors

MERIT: Michigan Farm Bureau / In-house

NATIONAL FINALISTS:
Dow AgroSciences / Bader Rutter & Associates, Inc.
PIC / In-house
Bayer CropScience / AdFarm
FMC Corporation / Nicholson Kovac Inc.
Ohio Soybean Association / Carl Graphics Printing Company
Bayer CropScience / Rhea and Kaiser Marketing Communications
Farm Credit Services of Illinois / In-house

COMPANY & ASSOCIATION NEWSLETTERS - EXTERNAL TO DEALERS, DISTRIBUTORS, ETC.

CLIENT: ARM & HAMMER Animal Nutrition, Princeton, NJ - Scott Morey

AGENCY: Charleston/Orwig, Hartland, WI - Brittany Steuer

MESSAGE: The Stall Street Journal educates the dairy industry on the untapped profit potential that lies within feeding practices. By incorporating both producer and nutritionist testimonials with university and field trial research, it outlines a realistic and achievable profit in an easy to read and unforgettable format.

AUDIENCE: Dairy producers, nutritionists, distributors and the media

MERIT: Ethanol Promotion and Information Council / Broadhead + Co, Inc.

NATIONAL FINALISTS:
John Deere Risk Protection / In-house
Agriliance / Albarella Design
Ecolab, Inc. / Filament Marketing

COMPANY & ASSOCIATION MAGAZINES EXTERNAL

CLIENT: BASF Corporation, Research Triangle Park, NC - Amie Dunn

AGENCY: Padilla Speer Beardsley Inc., Minneapolis,
MN - Megan Fairchild Anderson

MESSAGE: The purpose of TimberLines is to be a leading source of information about sustainable forestry, responsible stewardship and best practices for tree farmers and forestry professionals nationwide.

AUDIENCE: Tree farmers/forest landowners, consulting foresters and applicators throughout the U.S.

MERIT: Pioneer Hi-Bred International, Inc. / McCormick Company

NATIONAL FINALISTS:
Merial / Progressive Farmer Custom Publishing
BASF Professional Vegetation Management / Winnercomm, Inc. & Padilla Speer Beardsley
Case IH / Cygnus Business Media
Ohio Soybean Association / Iowa Soybean Association
1st Farm Credit Services / Custom Graphics
Dow AgroSciences / AdFarm

COMPANY PUBLICATIONS - INTERNAL

CLIENT: Pioneer Hi-Bred International, Inc., Johnston, IA - Julia Morrissey

AGENCY: McCormick Company, Kansas City,
MO - Alan Bell

MESSAGE: To provide information that helps Pioneer sales representatives and dealers do a better job serving Pioneer customers.

AUDIENCE: Sales representatives and dealers working with Pioneer customers and their supporting staff

MERIT: CHS - Land O'Lakes / Colle+McVoy

NATIONAL FINALISTS:
ABG / In-house
Agriliance / Colle+McVoy

COMPANY PUBLICATIONS - ANNUAL REPORT

CLIENT: West Central, Ralston, IA - Sarah Dorman

AGENCY: Innova Ideas and Solutions, Ames, IA - Sarah Teske

MESSAGE: The 2006 Annual Report Our Stories was published to communicate to members the state of the cooperative, and to give a brief overview of the organization's long-range strategy.

AUDIENCE: Cooperative members, potential members, business partners, civic organizations, political leaders and special guests

MERIT: Dow AgroSciences / AdFarm

NATIONAL FINALISTS:
East Carolina Farm Credit / AgriBusiness
Communications Group
Progressive Agriculture Foundation / Morgan&Myers
U.S. Grains Council / In-house
Cattlemen's Beef Board / National Cattlemen's Beef Association
Foremost Farms USA / Morgan&Myers

RADIO/AUDIO NEWS

CLIENT: The Nutrients for Life Foundation, Washington,
D.C. - Kathy Mathers

AGENCY: Fleishman Hillard, Houston, TX - Jamie Greenheck

MESSAGE: To highlight fertilizer's benefits in reviving lawn and gardens from the stress of summer and to encourage consumers to conduct fall soil tests.

AUDIENCE: Urbal and rural homeowners, gardeners, and plant owners of all ages who want to improve the health of their lawn or garden

MERIT: Dairy Management Inc. / The Integer Group and Baxter Communications, Inc.

NATIONAL FINALISTS:
Pioneer Hi-Bred International, Inc. / McCormick Company

TELEVISION NEWS

CLIENT: Council for Biotechnology Information, Washington, D.C. - Karen Anderson

AGENCY: Fleishman Hillard, Dallas, TX - Colleen Parr

MESSAGE: To increase awareness and acceptance of biotech crops.

AUDIENCE: Opinion leaders

MERIT: Companion Animal Parasite Council / Blasdel Cleaver Schwalbe Communications

NATIONAL FINALISTS:
United Soybean Board / Osborn & Barr Communications and Baxter Communications, Inc.
Cargill Animal Nutrition / BOOST, Inc.

ELECTRONIC PUBLICATIONS

CLIENT: Merial Limited, Duluth, GA - Steve Vandeberg

AGENCY: Bader Rutter & Associates, Inc., Brookfield, WI - Wendy Mayo

MESSAGE: To generate interest and understanding among target audiences of key and timely bovine health topics, including: parasite control; calf preconditioning; seasonal disease prevention and treatment; animal husbandry innovation; dairy whole-herd health; proper vaccine and antibiotic usage. To increase awareness of credible information available from Merial experts.

AUDIENCE: 3,500 beef and dairy media; Beef and dairy extension specialists; University scientists; Veterinarians; Key distributor sales representatives; Merial internals; General agriculture media

MERIT: Red River Farm Network / In-house

NATIONAL FINALISTS:
CHS - Land O'Lakes / Colle+McVoy
Dairy Management Inc. / The Integer Group
Merial Limited / Bader Rutter & Associates, Inc.
BASF Agricultural Products / Quarry Integrated Communications
Almond Board of California / Broadhead + Co, Inc.
Syngenta Crop Protection / Gibbs & Soell, Inc.
Web Site - Directed to Farmers, Growers or Ranchers

CLIENT: Case IH North America, Racine, WI - Julie Rudnick

AGENCY: Colle+McVoy, Minneapolis, MN - Ann Strong

MESSAGE: To demonstrate the advantage of Case IH over its competitors with the launch of its new Steiger Series.

AUDIENCE: Large producers farming 1,000+ acres of corn, soybeans or wheat

MERIT: New Holland North America / Colle+McVoy

NATIONAL FINALISTS:
BASF Turf & Ornamentals / Winnercomm, Inc. (2)
Dow AgroSciences / Bader Rutter & Associates, Inc.
EMD Crop BioScience / AdFarm
Kubota Tractor Corp. / Paulsen Marketing
Ohio Soybean Council / TCS Software
ISA / Jones & Thomas, Inc.

WEB SITE - EDUCATIONAL FOCUS, DIRECTED TO CONSUMERS

CLIENT: Bayer CropScience, Research Triangle Park,
NC - Steve Meister

AGENCY: VML, Kansas City, MO - Doug Newman

MESSAGE: To provide an online resource for Bayer CropScience seed treatment products.

AUDIENCE: Seed treaters, conditioners and retailers

COMPANION ANIMAL ADVERTISING CAMPAIGN

CLIENT: Wyeth Animal Health, Guelph, Ontario - Derek Groff

AGENCY: Adculture Group Inc., Minnetonka, MN - Jim Gresham

MESSAGE: Leptospirosis is a growing risk to dogs, dog owners and veterinary clinic staff in urban centers and only LeptoVax 4 or Duramune 9 or 10 vaccines provide the most complete protection against four of the most common and clinically significant types of leptospira bacteria.

AUDIENCE: Veterinarians, veterinary technicians, veterinary clinic practice managers

MERIT: American Association of Equine Practitioners & Fort Dodge Animal Health / Latorra, Paul & McCann

NATIONAL FINALISTS:
Tennessee Farmers Co-op / In-house
Pfizer Animal Health / Rhea & Kaiser Marketing Communications
Nutrena / David & Associates

TURF & ORNAMENTAL ADVERTISING CAMPAIGN

CLIENT:
BASF Turf & Ornamentals, Research Triangle Park,
NC - Bryan Brochin

AGENCY: Winnercomm, Inc., Tulsa, OK - Jennifer Jones

MESSAGE: To convey the message that BASF backs up their tagline, "We Don't Make The Turf. We Make It Better." To promote the billions of dollars that BASF invests in research and development.

AUDIENCE: Golf course superintendents and BASF distributors

MERIT: Valent BioSciences Corporation / The Meyocks Group

NATIONAL FINALISTS:
FMC Professional Solutions / Nicholson Kovac Inc.
Caterpillar / Rhea & Kaiser Marketing Communications
Valent USA Corporation / archer>malmo
Chemtura Corporation / Red Lizard Creative

COMPANION ANIMAL PUBLIC RELATIONS CAMPAIGN

CLIENT: American Veterinary Medical Association & Fort Dodge Animal Health, Schaumberg,
IL - Jim Flanigan

AGENCY: Latorra, Paul & McCann, Syracuse, NY - Kim Parr, Jerome Natoli, Laura Greenhalgh and Steve Hoefer

MESSAGE: To inform pet owners about steps they can take to protect family and pets from zoonotic diseases.

AUDIENCE: U.S. pet owners, primarily females 25-54

MERIT: Sergeant's Pet Care Products, Inc. / Swanson Russell Associates

NATIONAL FINALISTS:
Wyeth Animal Health / Adculture Group Inc.
Bayer Health Care, Animal Health Division / AdFarm
Merial Limited / Bader Rutter & Associates, Inc.

TURF& ORNAMENTAL PUBLIC RELATIONS CAMPAIGN

CLIENT: BASF Corporation, Research Triangle Park,
NC - Bob York

AGENCY: Padilla Speer Beardsley Inc., Minneapolis,
MN - Shandra Wendorff

MESSAGE: To build the positive word-of-mouth reputation for BASF science, people and corporate brand within the superintendent community and increase awareness and sales of company products and technical support. To establish BASF sales and technical sales reps' presence as trusted turf-care experts.

AUDIENCE: Golf course superintendents and their staff, trade publication editors, regional GCSAA publication editors and general golf consumers

MERIT: Valent USA Corporation / archer>malmo

COMPANION ANIMAL CAMPAIGN ELEMENT

CLIENT: Nestle Purina, St. Louis, MO - Candy Caciolo

AGENCY: Colle+McVoy, Minneapolis, MN - Michelle Frys

MESSAGE: Pro Plan does more to bring out a dog's top competitive potential than any other dog food brand.

AUDIENCE: Rank and file conformation show breeders and enthusiasts

MERIT: Diamond Pet Foods / Woodruff Sweitzer

NATIONAL FINALISTS:
Tennessee Farmers Co-op / In-house
American Veterinary Medical Association & Fort Dodge Animal Health / Latorra, Paul & McCann
Merial Limited / Bader Rutter & Associates, Inc. (2)
Sergeant's Pet Care Products, Inc. / Swanson Russell Associates

TURF & ORNAMENTAL CAMPAIGN ELEMENT

CLIENT: FMC Professional Solutions, Philadelphia,
PA - Michele Imel

AGENCY: Nicholson Kovac, Inc., Kansas City, MO - Brent Steffens

MESSAGE: To promote the versatility, speed and safety of Dismiss herbicide which targets nutsedge (yellow nutsedge, purple nutsedge and green kylling).

AUDIENCE: Golf course superintendents and lawn care operators

MERIT: Valent USA Corporation / archer>malmo

NATIONAL FINALISTS:
FMC Professional Solutions / Nicholson Kovac, Inc.
Valent USA Corporation / archer>malmo
Caterpillar / Rhea & Kaiser Marketing Communications


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