Cargill, a Minneapolis-based marketer, processor and distributor of agricultural, food, financial and industrial products, awarded Martin/Williams an estimated $10 million corporate image advertising account last week after a short review. Fallon McElligott was the other finalist, sources said.
"What Cargill is trying to do is stand up for who they are and what they do," said Dave Floren, chief executive officer at M/W, Minneapolis.
The agency's first work is expected to break during the first quarter of 1999. The campaign will likely be targeted at the nation's "thought leaders," Floren said.
Three other Minneapolis shops--Carmichael Lynch, Miller Meester and Bozell Kamstra--will continue to handle other assignments for Cargill.