The Lacek Group, a specialty agency of Ogilvy & Mather, has been named marketing agency of record for DuPont Pioneer to help the company deepen the engagement of its powerful brand with farmers across the U.S.
The Lacek Group will be responsible for all DuPont Pioneer’s marketing communications, including advertising, trade media relations, trade show activities and customer relationship initiatives, and will partner with Mindshare on media planning and buying.
“Constant innovation is core to our business strategy, which includes evolving how and what we communicate as a company,” said Terry Gardner, Director of Marketing, DuPont Pioneer. “Growers are quickly adopting new channels and methods to access the information they need to be productive, and The Lacek Group can help us be leaders in finding new and innovative ways to reach our customers with relevant messages.”
“We have an exciting opportunity to utilize our customer-relationship marketing, digital and data expertise to help DuPont Pioneer understand how their growers are evolving and how to more effectively communicate with them,” said Bill Baker, president of The Lacek Group. “And at the same time, we are passionate about supporting the company’s commitment to working every day to get more good food to more people.”
DuPont Pioneer provides high-quality seeds to farmers in more than 90 countries, as well as agronomic support and services to help increase farmer productivity and profitability. DuPont Pioneer also strives to develop sustainable agricultural systems for people everywhere.
According to Baker, more than half of The Lacek Group’s staff has agricultural marketing experience or firsthand experience in the industry. The agency also has added more than 25 positions to manage the wide scope of the DuPont Pioneer account.
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About The Lacek Group
The Lacek Group is a data-driven marketing agency that designs and optimizes customer relationship and loyalty initiatives. The agency’s clients include United Airlines, Starwood Hotels & Resorts, Enterprise Holdings (National Car Rental, Alamo Rent A Car, Enterprise Rent-A-Car), Ford Motor Company and DuPont Pioneer. The Lacek Group is a specialty agency of Ogilvy & Mather.
About DuPont Pioneer
DuPont Pioneer, headquartered in Des Moines, Iowa, is the world’s leading developer and supplier of advanced plant genetics, providing high-quality seeds to farmers in more than 90 countries. DuPont Pioneer provides agronomic support and services to help increase farmer productivity and profitability and strives to develop sustainable agricultural systems for people everywhere. Science with Service Delivering Success™.