What if parasites could communicate with us?  That’s the premise behind this year’s National Agri-Marketing Association (NAMA) Best Of Show winner in the Specialty Division.

During a ceremony held on April 20, 2005 in Phoenix, Ariz., NAMA bestowed one of its Best Of Show awards upon the 2004 Strongid C 2X ad campaign created by Brown + Associates for Pfizer. The Best Of Show award has never been given to an equine products company or to an agency the size and structure of Brown + Associates. Equally compelling is the number of entries in this year’s national competition far exceeded all previous years, totaling 492 entries in 73 different categories.

The Best of Show winning work was the result of a new marketing strategy for Pfizer’s Strongid C2X daily deworming medication. The campaign featured a series of four single page ads or “Notes”, each reinforcing Strongid’s daily parasite control message in a humorous and memorable way.

“One of the things I really love about this campaign it really jumps out at readers. It creates a lasting impression because it is so different than anything else currently in the market,” says Sue Brown, President of Brown + Associates. “This kind of ‘break the clutter’ messaging is worth a lot to any product, but is especially valuable when a product must operate on a smaller budget because it allows the advertiser to ‘outsmart’ rather than ‘outspend’ its competition