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Pfizer and Brown + Associates Win NAMA Best Of Show Award
What if parasites could communicate with us? Thatís the premise behind this year's National Agri-Marketing Association (NAMA) Best Of Show winner in the Specialty Division.
During a ceremony held on April 20, 2005 in Phoenix, Ariz., NAMA bestowed one of its Best Of Show awards upon the 2004 Strongid C 2X ad campaign created by Brown + Associates for Pfizer. The Best Of Show award has never been given to an equine products company or to an agency the size and structure of Brown + Associates. Equally compelling is the number of entries in this yearís national competition far exceeded all previous years, totaling 492 entries in 73 different categories.
The Best of Show winning work was the result of a new marketing strategy for Pfizer's Strongid C2X daily deworming medication. The campaign featured a series of four single page ads or "Notes", each reinforcing Strongid's daily parasite control message in a humorous and memorable way.
"One of the things I really love about this campaign it really jumps out at readers. It creates a lasting impression because it is so different than anything else currently in the market," says Sue Brown, President of Brown + Associates. "This kind of 'break the clutter' messaging is worth a lot to any product, but is especially valuable when a product must operate on a smaller budget because it allows the advertiser to 'outsmart' rather than 'outspend' its competition."
"When I first saw the concept, I admit that I was not convinced," explains Dan Kramer, Senior Market Manager for the Pfizer Equine Products division. "It was different from anything we had done before but it was relatively simple. Sue stuck to her guns and persuaded me to test this concept among our other finalists. The feedback was overwhelming. It has proven to be very successful for the brand. I am regularly stopped by consumers who say how much they love the message!"
Held annually, the Best of NAMA awards competition recognizes excellence in agri-marketing communications. Companies and agencies must first qualify in regional competitions in order to advance to the national level. Each region's top two entries are then eligible to be included in the national judging which was held this past February in Kansas City, Missouri. Best Of Show awards are given to the entry judged to be superior to all other first place winners in the categories of agri-marketing advertising, agri-marketing public relations and specialty/companion animal communications. Only national first place winners are eligible to advance to the Best Of Show competition. The Pfizer campaign won First Place in the Companion Animal Print Advertising category, followed by a Merit Award (2nd Place) for "stable mate" client, Platinum Performance, for their equine and canine ad campaign entitled "Chemistry."
Other competitors in this year's contest included Bayer, Ft. Dodge, Merial, Caterpillar, Nestle/Purina, Nutrena, Dow, BASF and Syngenta.
When pondering the future course of the brand's advertising Kramer quips, "Once you've had talking worms in your ads, where do you go next? Right now, I don't know, but I promise it will be memorable!"