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BASF is the largest chemical company in the world, but marketing efforts for some of their U.S. divisions were lacking direction and consistency. We helped create a consistent look and voice for two divisions using every kind of communication tool you can imagine, from websites and trade shows to loyalty programs and two full-size quarterly magazines. This national spot garnered plenty of positive feedback. After just one year in the golf course market, our marketing efforts (including this spot) had the trade publications referring to BASF as "one of the big three" even though we were actually 7th in overall spending.

How do you introduce a crucial new marketing program and compete with competitive programs that have been in the market for more than 15 years? Stand out. We launched an integrated campaign that brought consumer tactics to an industry standard that hadn't changed in more than a decade. The result? Our two largest competitors traditionally booked about 25% of their annual sales during this Early Order program period. BASF had hoped to capture 15%. In our first year, we booked 23% and stole significant market share, especially from the category leader. Bam!