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Jones and Thomas

Jones and Thomas Creates Compelling Customer Service Campaign for ADM


Customer Communications Campaign


For many years, Jones and Thomas helped establish Archer Daniels Midland Company (ADM) as one of the world’s premier food ingredient corporations. However, because of that success ADM was in danger of being perceived as a large, faceless corporation, too uncaring to deal with smaller customers.

Primary Goal

Create a compelling marketing campaign that focused on the customer service provided by ADM.

Marketing Solution

The first step was to develop the key message for the campaign: “For customers around the world, ADM draws on its resources—its people, products, and market perspective—to help them meet today’s consumer demands and envision tomorrow’s needs.” These words expressed the value that ADM and its employees place on serving their customers. To personalize ADM, we united consumer images and engaging copy to establish a unique dialogue between ADM and its customers. The campaign execution was fully integrated: