MILWAUKEE — Bader Rutter (BR) has earned two national 2015 BtoB Best Awards for campaigns that support Dow AgroSciences’ Surveil™ Co-pack soybean herbicide and Zoetis’ HOOF-TEC™ footbath products.
Presented by Advertising Age, the leading global source of news and intelligence for the marketing and media community, the BtoB Best Awards celebrate the most innovative and creative work produced by BtoB marketers and their agencies across the full spectrum of media, from print and online to outdoor and experiential. Campaigns were judged by Ad Age editors on their creative merits. The awards were announced last week. For the full list of winners, visitAdage.com/btobbest2015.
A runner-up award for Dow AgroSciences’ Surveil Co-pack soybean herbicide recognized direct mail efforts. The theme for the multi-hit campaign was “Don’t let weeds control you,” and the mailers used visuals of farmers with “weed beards” and themed promotional items, such as a shaving kit and magnetized beard toys, to bring it to life. With this fresh approach, the product was able to generate buzz in a crowded marketplace.
An honorable mention award for Zoetis’ HOOF-TEC highlighted the ingenuity of the “Tone Down the Metal” campaign (specifically, its print executions), which was inspired by the product’s reduced use of copper sulfate for hoof-bathing solutions. To turn heads and convey a message, the campaign took “too much metal” to extremes by using in-your-face, heavy-metal hair band photography. Zoetis committed to a robust media schedule that included high-impact placements. The ad series generated plenty of industry buzz, and editors and readers took notice, saying the ads weren’t just eye-catching — the strategy was well thought out.
“The most compelling work clearly embraced a powerful trend in BtoB marketing: Top brands recognize that customers seek the same emotional connection with their business partners that they look for in consumer brands,” said Matt Quinn, executive editor of Ad Age. “Whether the medium was video or print, email or billboards, winning work didn’t simply push a product; it told an empowering story.”
“Both of our winning campaigns draw on deep audience insights to develop a creative execution that gets noticed — and, more importantly, makes a difference,” said Mike Fredrick, executive creative director at BR. “In the process, these campaigns are helping to transform ag industry communications and are pushing the category to think about the audience as much as it does the product.”
Bader Rutter is an integrated marketing services agency headquartered in Milwaukee, with additional offices in Chicago and Lincoln, Nebraska. Learn more at www.baderrutter.com. Follow BR on Facebook, Twitter, YouTube and the BR Blog.
Advertising Age is recognized as the leading global source of news, analysis and intelligence for the marketing and media community. Advertising Age includes ongoing coverage of strategic topics for marketers from mid to large companies complemented by breaking news and a database of the world’s best creative. The 85-year-old publisher produces more than 15 original rankings each year, including the 100 Leading National Advertisers and 100 Leading Media Companies lists, the Agency A-List, and the annual Agency Report.