Global marketing communications strategies help Novartis 'define the future of insect control'

Article Abstract:

Shandwick/Ceres Communications Group's public relations effort to introduce Greensboro, NC-based Novartis Crop Protection's Actara insecticide product is the result of two-year process of global marketing communications. The campaign started in Dec 1997, only six months after Novartis Crop Protection was born out of the union of Merck AgVet, Sandoz Agro Ltd. and Ciba-Geigy Ltd. The result is a marketing theme called "Defining the Future of Insect Control," one that the firm now use worlwide for its products.

Use of services, Contracts & orders received, Pesticide and Other Agricultural Chemical Manufacturing, Public Relations Agencies, Public Relations, Insecticides, Public relations firms, Novartis Crop Protection Inc., Shandwick/Ceres Communications Group

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Bayer looking for cure in cotton image campaign

Article Abstract:

Bayer Corp. has utilized public relations and corporate message advertising to boost its profile and name recognition as a cotton-products company. Working with Valentine Radford, its agency, Bayer sought to raise consumers' awareness on its cotton-market ventures. Bayer's manager for product marketing, Terry Singley, cited that the company utilized a different strategy for advertising to establish a link between the Bayer name and cotton products and to market the Bayer name.

Advertising Activity, Corporate Images, Cotton, Cotton Farming, Positioning, Cotton (Fiber), Bayer Corp., Article, Valentine-Radford Inc.

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IMC's back to basics campaign gets back to basic public relations program elements

Article Abstract:

IMC Global Inc's Back to Basics program, an effort to re-educate its clients on nutrient use, is an example of the effective use of good public relations. The company, one of the biggest producers of potash and phosphate fertilizers, launched the campaign at a time when farmers were complaining of low commodity prices. The campaign message was simple, farmers cannot sacrifice the importance of soil fertility even in times of low commodity prices.

Fertilizer Manufacturing, Fertilizers, IMC Global Inc.

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