Continuing my series of conversations with agrimarketing agency leaders this program features Bob Wilbur, Senior Vice President, Quarry Integrated Communications. Quarry was the sponsor of my coverage of the recent NAMA Trends In Ag conference for which I thank them very much.

Bob says they “see the world changing.” Those changes are changing what they do and how they do it. One of them is a transformation of their work space at the company headquarters in Canada. They also have a “sharpened focus” which he says is a description of what they do which is “to help our clients convert branding into buying.” It’s shaped by two drivers that include: clients that are marketers of highly engineered products that have to make very complex buying decisions and that take a high degree of risk with those decisions and a recognition that marketing has changed. He says they call it the “new buying economy” where the customer is in charge and marketers are not. This changes the way you engage with them and media is a perfect example according to Bob. This has required a shift in strategic priorities and the associated budget and resources that go with them.

In our conversation Bob talks about how they are marketing Quarry and looks to the future for the industry and the agency. Please enjoy this week’s program: ZimmCast 278 - Interview with Bob Wilbur

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This week’s program ends with some fun music from Music Alley. It’s a song titled, “Farm Boy” by Spaghetti Cake. I hope you enjoy it and thank you for listening.

Thanks to our ZimmCast sponsors, Novus International, and Leica Geosytems for their support.

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