Mosaic Case Study

Creating and Launching a New Global Brand

The Challenge

In early 2004, Cargill Incorporated, a $63B international agri-food business, decided to spin-off its Crop Nutrition business and combine it with IMC Global, a publicly traded competitor. The combined $4.7B, NYSE traded company needed to develop and operationalize a new corporate brand that combined the strengths and heritage of the two industry leaders and communicated the potential of the new organization.

Our Solution

Prophet developed a marketing strategy and execution plan for the launch of the new company, Mosaic, with a focus on high-impact activities. This work included coordinating employee-focused efforts (brand usage guidelines, internal communications, employee launch celebrations, etc.) as well as externally-focused efforts (visual design, public relations, Web site, marketing materials, etc.). Prophet ensured success by aligning the brand strategy with the company’s business strategy, vision, and values.

Results

The Mosaic Company successfully launched on October 25, 2004, with company events including approximately 8,000 employees across 40 locations; personal reach-out to customers in 13 countries; and ringing the closing bell at the NYSE.

Mosaic joined the ranks of the Fortune 500 in 2005, having become one of the world’s largest producers and marketers of concentrated phosphate and potash crop nutrients. Mosaic is expected to have over $4.5 billion in annual revenues this year, which will rank it as one of the leading agricultural companies in America.