A new agency will be working in support of producer communications for the Beef Checkoff.

Cattlemen’s Beef Board agency review panel lead by Joint Producer Communications Committee Chair Richard Nielson, cow/calf operator from Ephraim, Utah, met in Denver Monday, Feb. 25, to hear presentations from the three agencies chosen as finalists to support the CBB paid producer communications paid media effort. A panel of CBB and Federation members joined with communications staff to unanimously choose McCormick Company, an Amarillo-based full-service marketing communications firm established in 1926 and the 14th oldest advertising and public relations firm in the United States. McCormick has a long-standing relationship with a number of association and commercial livestock clients and has worked with the checkoff in various roles since its beginning. In fact, McCormick designed the beef check logo in 1986.

“The panel members were impressed by McCormick’s enthusiastic presentation which also demonstrated them to be highly qualified with a deep understanding of our target audience – producers who pay the checkoff,” said Nielson. “McCormick’s problem-solving approach and creative ideas won them the contract.”