CHICAGO: Archer Daniels Midland (ADM) is undergoing a substantial change in its external communications strategy, shifting from an advertising focus to a greater emphasis on PR.
ADM, which operates hundreds of plants worldwide to process products used in food and industrial markets, is building up its internal PR capabilities.
"National, corporate image advertising was the primary communication channel ADM employed to reach and influence opinion leaders and public stakeholders," said Victoria Podesta, VP of corporate communications, via e-mail.
She said the strategy was now shifting to executive visibility and in-house media relations.
ADM had worked with Weber Shandwick since 2000, but did not renew its contract with the firm when it expired last month.
WS will continue to provide support on a project basis, however.
David Weintraub, formerly with the Chicago corporate affairs practice of WS, has joined ADM as director of external affairs. He counseled ADM on communication strategy while at WS. ADM has never had an AOR.