Small Agency Awards 2012

Small Agency of the Year, Midwest, Gold: Bailey Lauerman

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For Cargill, Bailey Lauerman took on a tough task and delivered.
For Cargill, Bailey Lauerman took on a tough task and delivered.
Bailey Lauerman engages in what it calls "simple, honest storytelling" that is shaped by the "Nebraska in us," referring to its offices in Lincoln and Omaha. "We believe there has to be an overriding big idea. And if you can figure that out, you don't need big budgets, which is key when you are an agency in Nebraska," said Chief Creative Officer Carter Weitz.

Increasingly, the agency's work is getting noticed far beyond the Great Plains. The shop, which has nearly 100 employees, recently won a rebranding assignment from AMC Theaters, and it continues to do sizable work for Disney. For Cargill, the shop took on the tough task of branding a normally commoditized feed product that was specially designed for young cattle and meant to replace rancher-made custom blends. Bailey Lauerman was involved from the beginning, even naming the product Ramp. The campaign made use of the feed's green color (when cattle eat the feed, their noses turn green, signaling they have been fed). Ramp reached 30% market share in just two years, the agency said.

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