Slack and Company - "National Starch"

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Company: Slack and Company
Company Description: Slack and Company is an integrated marketing communications agency that works exclusively with business marketers to build strong brands and create profitable demand. Founded in 1988 and based in Chicago with additional offices in Singapore and Sweden.
Nomination Category: Advertising Categories
Nomination Sub Category: Food & Beverage - Campaign

Nomination Title: National Starch: Building the brand—and demand—from the inside out

The date on which the media element(s) in this entry was first run, aired, or otherwise made public:
May 23, 2010

Briefly describe this campaign's communications objectives and how it met those objectives (up to 100 words):

National Starch, the global starch specialist and leader in a crowded marketplace, wanted to sharpen the perception of its brand value against huge multifaceted competitors such as Cargill, ADM and Tate & Lyle. Research showed that customers seek out National Starch’s expertise—and passion.

Our solution started with summing up these values in a word: STARCHOLOGY™, which represents the science and art of innovating with starch to help customers reach their goals. The integrated campaign included a full range of internal communications, and externally, the campaign launched the refreshed brand globally online and with a print campaign in North America.

Provide the applicable creative and production credits for this entry:

Kelley Fead - Creative Director
Marc Linne - Associate Creative Director
Sarah Elwyn - Production Coordinator
Matt Vander Weit - Production Director