Rural Cellular Anchors West Des Moines Shop's Winning Streak
CHICAGO--Meyocks & Priebe has increased its billings by a third in the last month, picking up six new pieces of business worth an estimated $20 million in billings.
"We're finding a couple of niches," said Ted Priebe, president and chief executive officer of the West Des Moines, Iowa, shop. One such niche is what Priebe termed "ruralpolitan" retailers that focus on small and midsized towns.
The two biggest wins, Rural Cellular Corp. and AgrEvo USA, total $10 million, Priebe said. Rural Cellular, based in Alexandria, Minn., previously had its account at HMEI in Boston (formerly Ingalls Advertising). M&P broke in with the client on projects before prevailing in a review involving the incumbent and two other shops, Priebe said. The business includes media buying.
AgrEvo, based in Raleigh, N.C., put M&P in charge of advertising for its corn and soybean business. The agency had already been involved in database management and direct marketing for the company. Added to the mix are advertising, digital communications and public relations. The assignment was also the result of a review, which included Freebairn & Co. in Atlanta.
Another new client is John Deere Health, Moline, Ill., which assigned M&P a major branding effort due next year. The managed healthcare arm of the farm implement manufacturer held a review last year, which was won by Veritas in St. Louis. The company went back to shops for ideas this summer before selecting M&P for the upcoming project.
Dick Walczak, director of corporate and field marketing services for John Deere Health, cited the agency's understanding of rural America as key to the decision.
The company wants to leverage its brand equity in healthcare through TV, radio and print ads. "All research shows that if John Deere puts its name on [a service], it's got to be good," Priebe said.
Separately, M&P, which is already agency of record for Farm Credit Services of America, has picked up 11 additional Farm Credit Service associations in Wisconsin, North Dakota, Minnesota and Missouri. The acquired accounts were previously services through AgriBank in St. Paul.
Finally, M&P was named agency of record for AMPC in Ames, Iowa, which makes protein ingredients for food, and for the Greater Des Moines Partnership, a new group that aims to attract businesses and residents to the area. K