"Innovation," which earned a $25,000 prize from ABM, was nominated in the category of ad campaign with an annual media budget of $100,000 or more. The winning ad, which ran in Farm Progress Group publications, features a picture of a tractor parked on a desert with the headline, "Perhaps more innovation than spreading manure deserves."
The campaign resulted in New Holland increasing its North American market share by 21% for tractors above 40 horsepower and 85% for high-horsepower tractors, said Josette Hutchinson, an account executive at Colle+McVoy, who worked on the campaign.
`Tap into the dreams of your audience'
Laurie Christen, group contact strategist at Colle+McVoy, said of the campaign: "Tractor owners are about pushing the envelope, so the ad had to be an extension of that. You have to tap into the dreams of your audience."
Lee Lynch, co-founder of marketing agency Carmichael Lynch, and Nina DiSesa, chairwoman of McCann Erickson, New York, were inducted into the CEBA Hall of Fame at the awards ceremony.
"I never imagined using the Web to broadcast a commercial," DiSesa said, referring to the explosion in the last few years of online advertising. "But with online digital platforms, a commercial can be an ad in your hand. The gadgets have won out."
Lynch said that in a hypercompetitive business climate, marketers and their agencies have to go the extra mile—and then some—to understand their target audience.
"We were once doing research for a major boating company, so we created ads for some brochures and presented them to the board," he said. "We found out a lot in how they reacted to the ad and they reacted to each other. ... It's learning from both verbal and nonverbal communication."
B-to-b ad agency Doremus, which was founded by Clarence Barron of Barron's as Dow Jones' ad agency in 1903, was also inducted into the CEBA Hall of Fame.
"We've made b-to-b our specialty and our challenge," said Carl Anderson, president-CEO of Doremus, who accepted the award on behalf of the company. "It's a challenge because clients have products and services that are hard to understand and are being marketed to customers who are hard to reach. But you can create messages that are effective, with part inspiration and part perspiration."