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"Our Relentless Pursuit of Innovation"

Client: INCOTEC

Background: Prior to January 2002, Incotec was owned by Seminis. Once sold, and now a private company, Incotec needed an image ad that conveyed that they are privately held, and as such, are still on the forefront of innovation in seed technology. In order to achieve maximum frequency and full-page presence on a limited budget, we recommended black and white versus full color. We also recommended the use of infrared photography to give a high-tech, innovative feel while still using black and white images.

Objective: To promote Incotec as an independently owned company on the cutting-edge of technology in seed treatment with maximum exposure within a limited budget.

Result: A dynamic ad with a clear, concise message:

"This ad clearly communicates who we are. It has helped to establish us as the leader in the industry and it sets us apart from our competition."

- Dave Pickenpaugh, General Manager,
INCOTEC North America

 
           
 
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Let's Talk HACCP

Client: Macro Plastics, Inc.

Background: The MacroBin® 24-S from Macro Plastics had been sold in the past primarily to food packers and processors for harvesting and storing their premium products. In an attempt to boost sales, Macro Plastics decided to produce the bin in additional colors in order to re-position the bin in the food packing and processing industries for use in sorting ingredients, by-products and waste materials in accordance with customers' HACCP guidelines.

Objective: To increase sales of the MacroBin 24-S by redefining and re-positioning it as a bin which packers and processors will need in order to follow the guidelines of their HACCP programs.

Result: The final Let's Talk HACCP concept speaks immediately and directly to those plant and operations managers who are concerned with HACCP guidelines on a day-to-day basis. The bold headline immediately gets their attention and with the ad just beginning to run in August 2002 we are eager to see what the response will be.