DECATUR, IL: Commodities giant Archer Daniels Midland has chosen BSMG to handle a new PR program boasting a multimillion-dollar price tag.
DECATUR, IL: Commodities giant Archer Daniels Midland has chosen
BSMG to handle a new PR program boasting a multimillion-dollar price
The BSMG win came as part of ADM’s decision to switch its advertising to
FCB Chicago, owned by BSMG parent True North. The two agencies pitched
jointly for the business.
According to SVP of corporate affairs Larry Cunningham, ADM - which did
not have a PR agency of record - decided working with related PR/IR and
ad shops would ensure consistency of messaging.
’The PR campaign they outlined fit nicely with our goals,’ he said. ’We
want to spend more time with the investment community and with parts of
The account will be handled out of BSMG’s Chicago office, known for
top-notch food PR on behalf of Kraft and General Mills. The agency
ranked second nationally in food PR income last year, bringing in
dollars 14.7 million in fee income - up 14% from its 1998 total of
dollars 12.9 million.
While Armstrong hasn’t finalized a PR budget, he said ADM has been
spending about dollars 30 million a year on advertising and will spend
that much or more on ad efforts going forward. That likely means a
multimillion-dollar PR budget for the company, which generated dollars
14 billion in sales last year.
ADM was widely criticized in the media over the past two years following
a trial that resulted in two former execs being convicted of commodity
price-fixing. The company has also been featured prominently in recent
news coverage about high gas prices - it produces an ethanol additive
for gasoline that oil companies have generally fought against using.
Having recently appointed a new senior management team, ADM is hoping
the PR push will change its image from that of a commodities behemoth to
a top supplier of nutraceuticals (PRWeek, June 19).