Bayer

Allison Stein, Channel Brand Communications Manager
Brock Helgerson, Channel Brand Lead
Ginger Price, Customer Experience Manager

HLK / HughesLeahyKarlovic *Lead Agency

Alison Berry, Chief Operating Officer
Kari Palutis, VP, Account Management
Darren Brickel, Creative Director
Emily Kircher, SVP, Planning
Alex Kerlick, VP, Brand Planning
Abby Stutsman, Associate Creative Director
Heather Hogan, Executive Producer
Andrea Corless, Senior Art Director
Alex Cadice, Associate Director, Content Stategy
David Hamernick, Copywriter
Jessica Robinson, Strategic Communications Director
Brett Kessinger, Senior Art Director
Chelsy McInnis, Senior Engagement Manager
Elodie Hromockyj, Engagement Manager
Kacie Hoctor, Account Supervisor
Maddie Pass, Account Manager
Jennifer Huber, Sr. Project Manager
Michelle Doering, Project Manager
Meghan Ekern, Associate Creative Director
Matt Anselm, Director of Content
Megan Hamlin, Group Product Director
Clayton VonDras, Sr. Data Solutions Engineer
Robb Hass, Media Director
Blake Fehl, Search Manager
Amity Shedd, Content Producer
Justin Tolliver, Videographer
Josh Cook, Creative Resources Manager
Bob Sherron, VP of Technology
Jasmyne Tyler, Jr. Art Director
Audrey Dickens, Jr. Copywriter
Camerin Dye, Copy Editor
Liz Reiher, Jr. Brand Planner
Alexander Talleur, Brand Planner

Rhea & Kaiser

Gina Yoder, Associate Media Director

How do you advertise to farmers who don’t trust advertising? You don’t. For challenger seed brand, Channel, growth could only come from disrupting the status quo. To break inertia, Channel sought to increase consideration, generate sales leads and drive content consumption. A brand campaign based on advice, not advertising, broke convention while appealing to a skeptical farmer audience. The calculated risk paid off with a 2% increase in consideration, 43% increase in request for sales visits and a 151% year-over-year increase in article consumption on the brand’s website.