GodwinGroup Lands Ad Accounts Of Deltapine Seed, Biloxi Tourism

GodwinGroup in Jackson, Miss., signed a pair of home state clients with estimated combined billings of $3 million, according to the agency.
New to GodwinGroup’s account roster are Deltapine Seed–a division of Delta & Pine Land Co. in Scott, Miss.–and the Biloxi Tricentennial Commission.
Having courted Deltapine Seed since 1992, GodwinGroup was assigned a trial project several months ago. “At the end of the project, we had a chance to pitch the whole piece of business,” said agency president Philip Shirley. Delta Design in Greenville, Miss., was the incumbent.
Ed Deane, director of communications for Deltapine Seed, said GodwinGroup prevailed over undisclosed agencies following a review.
GodwinGroup’s “concentration on business-to-business marketing and strategic marketing planning” helped land the business, Deane said. The shop’s marketing plan will likely include print and radio ads targeting cotton and soybean farmers in the southern U.S.; a campaign should be under way by late spring.
Shirley said GodwinGroup set its sights on Deltapine after an absence from the agricultural category in recent years. “Agriculture is so important to this state and this region,” said Shirley, adding that it was hard to resist pursuing “a big company right in our backyard.”
Separately, the agency leveraged its travel industry experience to win the Biloxi Tourism Commission’s ad contract. At least two other Mississippi agencies participated in that review: Guice & Guice Advertising in Biloxi and Jackson’s Maris, West & Baker, which said it withdrew from the pitch due to compensation issues.
The client was unavailable for comment at press time.
As part of its pitch, GodwinGroup created a video interpretation of “what Biloxi as a brand might mean to the world,” Shirley said.
Over the next two years, GodwinGroup will market Biloxi’s 300th anniversary (Feb. 13, 1999) locally and regionally to consumers and nationally to the group travel trade.